NAB reviewing creative services, brand identity and creative execution

NAB has initiated a review of its creative agency Mumbrella can reveal.

The account is currently held by Clemenger BBDO Melbourne, which expanded its remit to include the bank’s business accounts, business loans, business finance, business credit cards, merchant and payment solutions and insurance arms in October 2017.

“As part of our required commercial due diligence, we can confirm that we are looking more broadly as to who provides NAB’s creative services,” an NAB spokesperson said. “All incumbents will be invited to be part of this process. This process gives us the opportunity to review our existing brand identity and our creative execution.”

Clemenger BBDO Melbourne was responsible for the bank’s ‘more than money’ brand positioning launched in July 2016.

NAB merged its marketing and customer service teams in 2018, with then acting chief marketing officer, Suzana Ristevski appointed to lead the combined group.

Ristevski took the role as acting executive general manager for marketing following the departure of Andrew Knott from the bank in July 2018.

According to an industry source, there are more than ten agencies currently included in the review. The NAB spokesperson added that participants in the review “will be paid a nominal fee.”

Recent work for the bank by Clemenger BBDO includes the ‘Make Ideas More’ campaign targeting small-to-medium sized businesses and the NAB’s Mini Legends in conjunction with the 2021 AFL season launch.

Clemenger BBDO Melbourne was contacted by Mumbrella and declined to comment.

WPP AUNZ brands Mindshare and AKQA also hold work for NAB, along with Six Black Pens.


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