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.


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