CommBank review latest: M&C Saatchi and Goodbys are shortlisted
CommBank’s $100m creative review has reached the shortlist stage, with M&C Saatchi and Goodby Silverstein & Partners among those to make the cut.
The choice of Goodby comes as a surprise after CommBank CMO Andy Lark said last month that he wanted to work with an agency with a “strong Australian presence”.
“We haven’t precluded working with any of the agencies that presented,” Lark told Mumbrella. “The next phase of the process focuses on defining our partner for the core brand work.”
“Some of the presentations opened-up new avenues of thinking and ways of us working together that we are particularly excited about – and as a result we don’t need all of them to be involved in the core brand work, but we are looking at other projects with them.”
Lark would not reveal the identities of agencies that were no longer part of the review. Last week B&T reported that Droga5, DDB, BMF, and a combined bid from Wunderman and The Campaign Palace, were also being considered.
Lark replaced Mark Buckman, now Telstra’s CMO, as marketing chief of CommBank in June.
In this highly connected world, smart clients with world-class standards will always explore the best available partner options to handle a given brand communications task – regardless of an agency’s location. While the symbiotic 4 year relationship between Goodby and BMF is too easily forgotten, likewise the excellent, ground-breaking digital work done for CBA by The White Agency.
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Goodby have been doing great work for Commbank. Let’s hope it carries on!
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I too think that Goodybs has done incredible work. Love the centennial one!
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Take ’em down, M&C!
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Are you referring to M&C’s pants 11:30?
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In October, Goodby all but promised CBA to set up a Sydney office – with local creatives – if they were successful. Perhaps they will find out this coming week if they if they need to start contacting real estate companies.
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Anon – lol vg.
contrary to Peter’s remarks (and are you still managing this process Peter?) I expect this process to turn into a complete farce built completely around cost saving. (helloooo M&C)
Brand will move back to Australia (local prices instead of international prices – big saving)
then retail/deals/direct will be mainly outsourced to India/Vietnam a la Dell/Lenovo (call centre prices instead of local prices)
If the new Marketing Director saves $30m in costs, his bosses won’t care that the work is rubbish. Let’s just hope he remembers that he doesn’t need a Intel ‘sonic identity’ at the end of his ads
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