Newcastle Greater Mutual brands appoint lead creative partners
It’s Friday has won a competitive pitch for Newcastle Greater Mutual’s (NGM) Greater Bank’s creative account, while Enigma has been reappointed by its stablemate Newcastle Permanent.
It’s Friday will create a new brand platform and vision for the challenger brand.
It marks the first major new business win for the independent agency in some time. According to its website, its client roster currently includes Sydney Water, Suntory Boss Coffee, Colonial First State, and Elmo Software, with work “coming soon” for Sydney Beer and Manly Spirits Co.
Last year was relatively quiet for It’s Friday, at least publicly. Besides new campaigns for the above clients, its only major announcement was in July, when it launched a media division.
Pete Bosilkovski, CEO of the agency, said he was happy to work with a brand that “truly cares about its communities”.
“Greater Bank isn’t just another bank; they’re a challenger brand with heart and an ambition to make an impact to Australian lives,” he said in a media release on Thursday.
Kate Messenger, head of brand and marketing for the bank, said in the release: “We have big plans for our Greater Bank brand, and we’re excited to tell a strong new story with It’s Friday.”
Meanwhile, NGM stablemate Newcastle Permanent has reappointed Enigma, marking the continuation of the partnership which began in 2007.
A NGM spokesperson said it received some “really high quality” pitches throughout the processes, and it’s “great to see so much talent” in the Australian creative industry.
It decided to continue the nearly 20-year relationship with Enigma because the agency aligns with NGM Group’s “strategic goals”.
It marks another success for the full-service agency, which has been off to a good start in 2025.
In February, Enigma hired a new Sydney MD, Joanne Lilley, who joined from Accompany Group. A week later, it announced the promotions of Justin Ladmore to chief media officer and Amy Dascanio to Enigma Media’s manager director.
In March, it appointed The Hallway’s former CCO and partner, Simon Lee, as its first-ever chief creative officer. The creation of the new role was “a testament to the clout” Lee brings, according to the agency.
Also in March, Enigma Media won a new client in telecomms organisation Gigicomm.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Enigma
Greater Bank
It's Friday
Kate Messenger
Newcastle Greater Mutual
Newcastle Permanent
Pete Bosilkovski
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