ZenithOptimedia picks up $10m Rabobank from Initiative
ZenithOptimedia has won the media account for Dutch bank Rabobank from rival media agency Initiative.
Rabobank Australia & New Zealand general manager marketing and communications Renee Amor said the move of part of a global alignment. “The decision to move media planning and buying agencies followed a comprehensive review of our requirements and was made after considerable deliberation,” said Amor.
“Initiative has done an excellent job in helping to grow both the Rabobank and RaboDirect businesses to exceed business targets consistently year-on-year for the past several years, however we felt the time was right to start looking at our advertising strategy with fresh eyes.”The win sees ZenithOptimedia pick up media planning and buying, following a recent review of the bank’s external media partners.
Rabobank has a strong focus on food and agribusiness as well as broader financial services and according Nielsen spent estimated $4.6m on main media for the 12 months to February 2014, according to Nielsen data. However, the account also includes search and sponsorship, which would likely take the value of the account be closer to $8-$10m a year
ZenithOptimedia CEO Australia and New Zealand Ian Perrin said: “ZenithOptimedia is absolutely delighted that Rabobank has chosen us as their media partner. In doing so they have recognised the opportunity created by our unique approach to open communication solutions.
“Having been Australia’s most successful new business agency in 2013, it was important that we kept the momentum going into 2014. Rabobank couldn’t be a better statement of intent.”
The bank’s creative agency is Whybin\TBWA, which created the Greedy Banker series of commercials.
https://www.youtube.com/watch?v=-r1G_A-qOAw
Nic Christensen
Well done Pea. Nice work.
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‘Australia’s best new business agency’ – really? What did ZO win last year?
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Hi Aye, Compare The Market, Lactalis Parmalat, NSW Government, Henkel, NT Tourism, HP, The Economist, Honda Dealerships…as audited by R3.
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@Aye?
Here’s the link to the Campaign Asia article – with ZO Australia topping the table
http://www.campaignasia.com/Ar.....kings.aspx
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@Aye … that’s gotta hurt. Lucky you didn’t put your real name beside that post!
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The Campaign Asia league is APAC not Australia!
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@Clarification
Happy to shoot you a soft copy of the article with the Australia specific rankings
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