MyState bank appoints CHEP as lead media agency

MyState Bank has appointed Clemenger Group’s CHE Proximity as its lead media agency.

Following a competitive pitch process, CHEP Media, its media offering was awarded the account, with responsibilities which will include media strategy, planning and buying, as well as tech and data support.

The Tasmanian financial institution that says its partnership with CHEP will help drive “an evolution of the business to focus on digitisation and a better customer experience”, while also maintaining its “bricks and mortar human touch”.

General manager, digital and marketing for MyState Bank, Heather McGovern, said: “CHEP has a history of driving exceptional growth for challenger brands, making them an ideal partner to assist MyState on this journey. The team has a unique and innovative take on balancing effective brand building with a high-powered acquisition program that was far more advanced than anything else we’d experienced.”

Mike Deane, chief media officer at CHE Proximity, added: “We are thrilled to be partnering with the wonderfully talented team at MyState Bank, who really understand media as a viable lever of business growth. They have built an outstanding reputation in Tasmania, and we’re excited to help them challenge the current banking landscape on the mainland.”

The past year has seen a string of arrivals and departures at CHE Proximity, most notably with Chris Howatson and Ant White departing the agency, to co-found new offering Howatson + White. Justin Hind was then named as CEO replacing Howatson.

Executive creative director, Cam Hoelter also left the agency in April, following just six months in the role.

In March, Gavin McLeod joined CHEP from Ogilvy, replacing White as chief creative officer.


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