ANZ bank puts global media in review

Steve’s breakdown: I worked on this account while at M&C Saatchi and the one thing I remember is they love creative thinking – even with media. If can’t can’t place that face in the TV advert, it’s Patrick Jane.

MELBOURNE, Australia: ANZ has entered the early stages of a global review of its media agency arrangements, as the banking services giant gears up for a regional marketing push.

“We’re having a preliminary review of how we structure our global media agencies,” an ANZ spokesperson told B&T.

The spokesperson indicated that the review followed on from the global creative review earlier in the year which saw Whybin TBWA win out over incumbents M&C Saatchi and DDB and be appointed to handle the account.

Mitchell & Partners handles the $60m media planning and buying business in Australia while in New Zealand Ogilvy has the duties, and Carat administers the broader regional account.

ANZ also said the development was linked to the company’s desire to expand operations regionally.

The spokesperson dismissed claims that the review was part of the company’s move towards a more streamlined brand positioning and communications strategy.

“I’d suggest it’s probably more part of our push as a super-regional bank. We’re growing our presence throughout Asia-Pacific.”

Mitchell & Partners chairman Harold Mitchell told B&T that ANZ had not contacted the agency with any news of the preliminary steps.

ANZ Banking Group spent approximately $59.9m in the year to May 2011, up from $54.4m the previous year.

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