ANZ nabs more awards for brand merger
ANZ has been awarded again by the marketing industry for its strategy during the scrapping of the National Bank brand.
The bank picked up an award for its ANZ brand transformation programme at last night’s TVNZ-NZ Marketing Awards.
Its former head of marketing Mike Cunnington - who says marketers should burn their five year plans (scroll down for video) - was also awarded the Marketer of the Year.
Mr Cunnington has since taken up the role of deputy commissioner, information, intelligence and communications at the Inland Revenue.
ANZ spokesman Pete Barnao says Mr Cunnington was a key player in delivering the brand merger. No decisions have been made on a replacement.
The bank picked up two gold awards and a bronze earlier this year at the direct marketing awards, for its campaign which involved mailing 73,000 letter variations to 1.2 million customers.
ANZ was not the only bank to win last night – BNZ also took out an award for its YouMoney launch.
The supreme winner was Griffin’s, which also won the Fast Moving Consumer Goods category for Choco-ade biscuits.
Judges said the campaign to bring back a biscuit that had not been produced for more than 20 years was smart opportunity spotting.
They said the project was high-risk yet led to high rewards.
Check out more photos from last night's event here.
Case Study: The ANZ Bank Brand Transformation Program
Full list of winners:
Supreme Winner -Griffin's Foods Limited, Griffin’s Choco-ade Biscuits
Marketing Hall of Fame -Mike O’Sullivan, BrandWorld
Marketing Hall of Fame - William Peake, BrandWorld
Marketing Excellence - Mark Callaghan, Frucor Beverages
Rookie Marketer of the Year - Jess Hall, Farmers Trading Company
Marketer of the Year - Mike Cunnington
Consumer Products and Services - AA Smartfuel, AA Smartfuel Acquisition Strategy - F13
Export - Les Mills International, Les Mills SMARTBAR™
Fast Moving Consumer Goods - Griffin's Foods Limited, Griffin’s Choco-ade Biscuits
Financial and Banking - NZ Tax Refunds, WooHoo – Differentiating a Brand by Owning a Feeling
Lifestyle/Travel/Leisure - Pfizer New Zealand, Champix – Helping Smokers Quit a Dying Habit
Not-for-Profit - Heart Foundation, Heart Week 2013
Public Sector - New Zealand Lotteries, Making Big Wednesday a Success
Retail - The Warehouse Group, What Kiwis Want
Sponsorship - Z Energy, Good in the Hood
Utilities/Communications - MediaWorks, The Block NZ launch – How TV3 Turned New Zealanders Into Block-a-Holics
Emerging Business/New Brand - Inverno Trading Ltd, trading as SwitchKites, Creation of Global Kitesurfing Brand
Innovation - Bank of New Zealand, BNZ YouMoney Launch Campaign
Insight - ANZ Bank New Zealand, ANZ Brand Transformation Programme
Marketing Leadership - Unitec Institute of Technology, We Make the People Who Make It
Transformational - STIHL New Zealand, STIHL Brand Campaign