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‘Iconic’ Australian brand to launch revamp campaign; Is it CommBank?

“One of Australia’s most iconic brands” will this weekend reveal a major brand revamp.

An invitation headlined with the word “Can’t” was delivered to journalists at Mumbrella this morning, linking to the domain ‘@whatiscant.com.au’.

It coincides with industry rumours that a “big four” bank is about to go through a major rebranding with rumours pointing to the Commonweath Bank of Australia. Mumbrella understands that “a massive media buy” of outdoor and TV ads is in the offing.

CommBank’s media team was unable to offer an immediate comment. However, a senior source at the bank told Mumbrella there would be more to say at the end of this week.

The domain ‘@whatiscant.com.au’ is registered to Melbourne IT, which also handles CBA domains.

Ad agency M&C Saatchi, won the business in February from US ad agency Goodby, Silverstein & Partners in one of the first moves by new chief marketing officer Andy Lark.

The invitation asks journalists to a briefing at an unspecified Sydney CBD location on Friday morning. It informs them: “Information disclosed at the event will be under media embargo until 6am Sunday 27th May.”

It adds: “There will be no check-ins, tweeting or social media usage allowed at the event.”

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