DDB loses ANZ

ANZ has appointed TBWA as its new global creative agency, an appointment that extends to New Zealand.

TBWA New Zealand now has the ANZ account, taking it from DDB.

Senior manager media relations in Australia Stephen Ries confirmed that DDB had lost it in favour of TBWA.

However, TBWA and ANZ marketing head Mike Cunnington could not be contacted at time of publication.

DDB Group chief executive Sandy Moore: “We’re really proud of the work we’ve done over the last 18 months for ANZ and still have a number of projects to complete over the coming months which are equally as exciting. Naturally we’re disappointed about the decision, but sometimes these decisions occur overseas which in turn affect us here. We wish ANZ the very best of course.”

Whybin TBWA (Australia) has been appointed after a four-month pitch.

It will be responsible for executing ANZ's advertising from Melbourne and Auckland.

ANZ group managing director strategy, M&A, marketing and innovation Joyce Phillips: “Whybin TBWA’s successful track record in building high value global brands across multiple geographies will support us in accelerating the development of ANZ from multi-domestic brand to a regional icon as part of the bank’s super regional strategy.
“Whybin TBWA demonstrated they are the right agency to take us forward by presenting an outstanding master brand to product concept that integrates our core positioning. Their global organisation model will also allow us to effectively deliver a consistent and high-quality approach for our brand across all of our markets."

M&C Saatchi (the incumbent in Australia) and DDB also participated in the pitch.

“Both M&C Saatchi and DDB have been valued partners for many years and they are each responsible for several successful campaigns. M&C Saatchi are continuing to support our OnePath wealth brand and DDB will continue to support our Rugby World Cup 2011 sponsorship in New Zealand."
DDB won the ANZ business in November 2009 after it departed M&C Saatchi.

TBWA chief executive David Walden will be dancing on the tables at the appointment; TBWA suffered the blow of losing ASB to Droga5 in June last year.

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