As we predicted this morning, TBWA has lost the ASB account after having it for more than 12 years and Droga5 has emerged victorious.
ASB general manager brand and marketing Deborah Simpson confirmed Droga5 as the winner.
She said she received some outstanding creative ideas during the agency pitch process, but Droga5 stood out.
“We are entering a new phase for our brand, and Droga5 offers us a different perspective, together with a team of very talented individuals with excellent credentials," Ms Simpson said in a statement.
“Droga5 partners Andrew Stone, Mike O’Sullivan and Jose Alomajan have the industry experience and creativity we are seeking to deliver the ASB brand into the future.”
Ms Simpson paid homage to TBWA's work for ASB.
“TBWA have undeniably created one of New Zealand’s most loved and recognised advertising campaigns. They have laid down an excellent foundation from which ASB can now build further successful campaigns.”
TBWA CEO David Walden said in a statement that he is proud of the work the agency has done for ASB over the years.
"Especially the creation of one of the country’s most loved and recognisable advertising icons, Ira Goldstein.
"Twelve years is a long time, however, almost unprecedented in our industry, and there has been a considerable amount of change at ASB in the last [sic] few months. Their decision to appoint a new agency is a reflection of that change. We’re disappointed, but life goes on.”
"We wish ASB all the best for their new journey.”
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TBWA loses ASB, Droga5 victorious
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