CommBank’s CMO Andy Lark has hinted that the creative review announced yesterday will mean the end of its relationship with San Francisco agency Goodby, Silverstein & Partners.
Lark, who replaced Mark Buckman as head of marketing in July, said that one of the bank’s key requirements in a lead ad agency was a “strong Australian presence” – which Goodby has yet to build.
The former Dell marketer said: “Goodby has done an amazing job from afar, and has shown that it is committed to expanding that presence in Australia. But there are good agencies here that we’re going to take a hard look at.”
“Australia’s favourite bank should be working with Australia’s favourite agencies,” he said.
Goodby’s most recent campaign for CommBank marked the company’s century.
Lark added that he was going into the review with an open mind, and did not rule out re-hiring Goodby, or fellow incumbent BMF.
“We’re the eighth largest bank in the world by market capitalisation. We owe it to our shareholders and customers to be global in how we look at creative and new thinking.”
“But we’re wide open to ideas. If an agency has great ideas for us, or new ways of working with us, we’re here to talk,” he said.
“I’ve seen a lot of change in the Australian agency environment. There are players we couldn’t have worked with four years ago that have evolved their capabilities.”
“What we’re looking for in a brand and strategy agency is a player that can combine innovative thinking with scale, and embrace digital and social marketing.”
Goodby Silverstein & Partners has handled CommBank’s TV and high-end brand work, while BMF works on direct response and transactional campaigns.
The bank’s digital and media agency relationships – with The White Agency and Ikon, respectively – are unaffected by the review.