ASB dumps Droga5 for Saatchi & Saatchi
The bank has dumped Droga5, who has represented the bank for two years, after gaining the account from TBWA in 2010.
The bank has dumped Droga5, who has represented the bank for two years, after gaining the account from TBWA in 2010.
ASB Bank has appointed Saatchi and Saatchi as its advertising agency.
The bank has dumped Droga5, who has represented the bank for two years, after gaining the account from TBWA in 2010.
“ASB has grown significantly in terms of market share and size and we are very excited to be entering in a new direction in the evolution of our brand,” said ASB executive general manager, marketing & online, Roger Beaumont.
“We feel that Saatchi and Saatchi strongly delivers the right mix of scale, creativity, strategic insights and leadership that will help us achieve our ambitious goals,” he said.
The bank refused to add to its media statement, but in it Mr Beaumont also paid tribute to Droga5’s “hard work, commitment and dedication.”
“Our current campaign ‘Experience ASB’ has been a particular highlight of the positive relationship we’ve enjoyed and the team at Droga5 have been very effective in delivering to this market,” he said.
The ‘Experience ASB’ campaign was launched last October and encouraged people to visit the bank’s new digital hub which showed online the banks products and services.
Television commercials filmed by award-winning director Mark Lever featured the voice of Dame Judi Dench, famous for Playing M in the James Bond films, amid other roles.
The campaign came as the bank launched systems to make switching banks easier and pushed into Social Media, including You Tube and Twitter to promote its activities.
Saatchi and Saatchi has represented banks before, previously holding the Westpac account until losing it to Colenso BBDO in 2010.
“ASB is an incredibly strong and innovative brand. We can’t wait to get started with their team. And this is a tremendous validation for the whole team who have worked hard over the last couple of years to get us back to the true spirit of the Saatchi & Saatchi brand,” said Saatchi & Saatch CEO Nicky Bell.
Andrew Stone, Droga5”s business director said his company had loved its relationship with ASB.
“We’re proud of what we have done together and they’ve given us a great start in this market. We recognize the changes at ASB and we wish them well,” he said.