CommBank ad review puts Goodby and BMF on alert
The Commonwealth Bank is to review its advertising agency arrangements in one of the biggest moves since the arrival of new chief marketing officer Andy Lark.
When CommBank – whose marketing was at that stage led by Mark Buckman, appointed the San Fransico-based Goodby Silverstein, it was one of the most controversial appointments of the year.
BMF also works on CommBank, including its DM work.
Lark said that the bank is “chatting to a number of Australian agencies about our main agency relationship”.
He added: “The Goodby and BMF relationships have served us well over the past four years, delivering exceptional results. We are particularly proud of the recent Centenary campaign.”
Goody and BMF are among the agencies to particpate in the review, which does not extend to the bank’s digital and media arrangements.
Lark said: ” Four years into working together, coupled with significant market changes, make this the right-time for us to consider this.
“We continue to build significant momentum through its focus on customers, social and technology, something we intend this partnership to amplify. Since arriving in Australia three months ago I’ve been incredibly impressed by the creative talent and smarts here – and believe we can partner these with our global resources to achieve great things.”
The review began a month ago and is to conclude next month.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Good news for BMF I’d say
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Congrats to the white agency and IKON, these guys have been working very hard on the account for years!
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Is it appropriate for the CommBank CMO aka @kiwilark to gleefully tweet about NAB’s not passing on yesterday’s full interest rate cut?
Glass houses and all that.
Google what your Bank did on last year’s Cup, Andy.
Not cool.
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Are we surprised?
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Didn’t they only say a couple of weeks ago (in an Adnews marketer profile) that an agency review wasn’t something that was being considered right now?
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One would hope BMF gain from this.
Their superior skills were overlooked before because the boys in Pyrmont aren’t as cute as the ones in San Francisco.
No, I don’t work at BMF.
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Not a fan of the Comm Bank advertising at all… Makes me cringe… Would be good to see something different!
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inappropriate and undisciplined for a CMO to be tweeting about competitors like this – i’d be surprised if Corporate Affairs rap him over the knuckles
this is the big leagues now matey!
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nice to see BMF take over the reigns of this brand…goodby have gotten better with time…but it’s still been pretty ordinary work for the brand….NAB miles ahead in terms of creating engaging communications which build brand/loyalty
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Also not a fan of CommBank advertising or website or DM for that matter. But I am a fan of marketing that gets results and the bank with the biggest market share and great shareholder returns isn’t a bad result.
Is the Larkster up to the job of keeping a business strong? Definitely promotes his own brand a lot. My prediction is that there’ll be a few great marketers on the market pretty soon!
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