Special Group wins ANZ creative account after pitch process

Mumbrella can reveal that after a competitive pitch process, Special Group has won the creative account for ANZ.

This comes after Mumbrella reported that the creative account was under review in July 2020, being run out of Melbourne.

Special Group will take on the account, which has been held by TBWA Melbourne since 2011, when it was appointed as global creative agency. M&C Saatchi and DDB shared the account prior to that.

TBWA oversaw a number of campaigns with ANZ, including a series of ads featuring actor Simon Baker, as well as the award-winning GAYTM campaign, in support of the LGBTQIA+ community, and the ongoing sponsorship of the Gay and Lesbian Mardi Gras in Sydney since 2007.

The first iteration of the campaign won the Grand Prix in the Outdoor category of Cannes 2014.

The announcement follows Special Group winning the creative account for Bonds last year.  The agency also recently appointing Max McKeon as creative director, as it continues to build out its creative team.

Nielsen Ad Intel spend figures (excluding social/search) had ANZ’s media spend for 2020 at an estimated $23 million.

Mumbrella has contacted Special Group and TBWA, but had not received a response at the time of publishing.


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