Tyro unveils new brand campaign via Howatson+Company

Australian payments company Tyro has announced a new brand campaign: ‘Into business big time.’

Created by Howatson+Company, the campaign aims to highlight Tyro’s dedication to supporting Australian merchants in running and growing their businesses. 

‘Into business big time’ launched with three films directed by Scoundrel’s Carl Sundemo. The campaign will run across various mediums, including TV, BVOD, billboards, audio, digital, YouTube, social, and brand activations.

Sera Awad, Tyros’s head of marketing, said Tryo aims to create seamless and innovative payment solutions for its merchants and their customers and helps them manage their cash flow with ease. 

“We were the first payments company to launch least-cost routing for our merchants in 2018, and we were an Australian launch partner for Tap to Pay on iPhone payment acceptance with the Tyro BYO App,” she added. 

“We pride ourselves on our industry-specific knowledge, creating features such as Pay@Table, Split Bills and integrating with Medicare and health insurers for health claims processing.” 

Since launching over a decade ago, Tyro has rapidly grown its market presence, processing over $25 billion in transactions in 2021. With a customer base of over 66,000, Tyro has become a leading player in the Australian fintech sector, offering payment solutions tailored to the needs of modern businesses. 

Stephanie Brown, Tyro’s head of brand, said business owners are obsessed with their craft and customers, and Tyro also has that in common. 

“In our new work, we see how Tyro has literally built its business around Australian businesses. We couldn’t be more thrilled to have partnered with Howatson+Company and Frontier Media to bring it to life,” she said. 

Richard Shaw and Jeremy Hogg, Howatson+Company’s executive creative directors added: “The most exciting thing from the outset of our partnership with Tyro is that they weren’t just looking for an ad campaign. Sure, that was part of the requirement, and we love the tone we’ve created, but we needed a bigger positioning statement to re-align the business around.

“For us ‘Into business big time’ is an engaging proposition both internally and a real consumer benefit that’ll allow us to do great things.” 

Howatson+Company’s chief media officer, Sasha Smith, explained further, “We’ve mirrored this obsession throughout the media strategy, which targets specific, business-friendly environments throughout the funnel, truly bringing message and moment together.”

The campaign marks the agency’s first project for Tyro after having been taken on as its digital media and creative agency of record late last year.

Credits

Client: Tyro

Head of marketing: Sera Awad
Head of brand: Steph Brown

Brand manager: Justine Duffy

Brand and communications executive: Leo Lovric

Senior campaigns manager: Isabell Schneider

Digital marketing manager: Pramesh Singh

Marketing campaign manager: Matt Gregory

Senior designer: Scott Elliott

Senior copywriter: Max Kitchen

Designer: Max Khoun Ala

Creative: Howatson+Company

Group managing director: Renee Hyde

Group strategy director: Clinton Duncan

Executive creative directors: Richard Shaw, Jeremy Hogg

Creative directors: Simon Friedlander, Michael Kleinman

Head of production: Holly Alexander

Senior producer: Nat Greaves (Photography)

Head of craft: Ellena Mills

Senior designer: George Coltman

Group business director: George Robertson

Business director: Gavin Blomeley

Business manager: Rachael Baulderstone

Media strategy + Digital media buying: Howatson+Company

Chief media officer: Sasha Smith

Head of media: Daniel Dall’Acqua

Digital director search: Anthony Damiano

Digital director: Bill Luu

Digital managers: Shannen Ciar, Jeffy Thomas

Media buying offline channels: Frontier Media

Managing director: Daniel O’Brien

Head of client service: Nichola Kiely

Senior account manager: Alex Kottas

Post House: Heckler

Editor: Michael ‘Hooli’ Houlahan

Colourist: Fergus Rotherham

Online: Julian Ford, Drew Downes

Compositor: Troy Darben

IO: Dan Page + Liam McConville

Producer: Jess Walley

Music + Sound House – Mosaic Music & Sound

EP – Bill Doig

Head of creative – Adam Moses

Sound engineer – Michael Thomas

Photography: Pool Collective

Photographer: Sean Izzard

Executive producer: Courtney Lewis

Producer: Zoe Izzard

Lead stylist: Jo Ayling

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topics Carl Sundemo Howatson+Company Jeremy Hogg Richard Shaw Sasha Smith Sera Awad Stephanie Brown Tryo

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