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ANZ’s creative account under review

The creative account for ANZ is currently under review, Mumbrella can reveal.

Mumbrella understands the pitch process, being run out of Melbourne, is up to the shortlist stage.

The pitch follows ANZ’s appointment of a new head of marketing and brand strategy, Kjetil Undhjem, in March.

In a statement to Mumbrella, ANZ said it “regularly reviews contracts with important third-party suppliers to ensure we continue getting great value, whether that is from a current supplier or a new one”.

TBWA Melbourne has held ANZ’s account since 2011, when it was appointed as global creative agency. Prior to that M&C Saatchi and DDB shared responsibility for the account.

A TBWA spokesperson told Mumbrella: “This is a contractual review. We have an incredible partnership with ANZ and are collectively very proud of the category leading work we continue to create together.”

TBWA oversaw ANZ’s series of ads which featured Australian actor Simon Baker. Baker made his debut for the brand soon after the agency took over the account, and continued to work with ANZ throughout the early 2010s.

TBWA has also been responsible for ANZ’s annual GAYTM campaign in support of the LGBTQIA+ community, and marking the brand’s ongoing sponsorship of the Gay and Lesbian Mardi Gras in Sydney since 2007.

The first iteration of the campaign in 2014 won ANZ the Cannes Grand Prix in the Outdoor category, and was described as a “pure outdoor” campaign jury president Jose Sokoloff.

This year’s Mardi Gras campaign, #LoveSpeech, featured a film fronted by a collection of lesbian, gay, bisexual, transsexual, intersex and queer individuals sharing the homophobic slurs they have been called throughout their lives and how it has affected them.

TBWA and ANZ has also won a Cannes Gold Lion for PR in 2016 for its #EqualFuture campaign that explained the inequalities of the gender pay gap to kids.

 

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