BOQ banks on BWM

BOQ banks on BWM

Bank of Queensland (BOQ) has appointed creative agency BWM to its creative account, following a competitive pitch.

B&T Magazine
Posted by B&T Magazine

As reported by B&T in November, BOQ launched a hunt for a new creative agency to drive a new direction for its brand and marketing.

Incumbents Junior did not re-pitch for the work.

Stuart Grimshaw, managing director of BOQ, said: “The BWM team understood that we’re not an advertising campaign or a tagline, but a way to demonstrate that we’re different – not only in the way we deal with our customers but also in the way we do things internally.

“We’re developing a fresh culture so a brand positioning that puts the customer and what our people do at its core is pivotal to our success, as we rebuild the BOQ brand across every line of business and across every touch point.”

Paul Williams, BWM CEO, added: “We found that BOQ is a business that has a distinct and unique culture and that creates wonderful opportunities for an agency.”

BWM takes over the account from Junior, which won the work in May 2010 after the bank decided to part ways with Clemenger Harvie Edge (CHE), which had held the account for four years.

Key appointments have also recently been made at BOQ, with Toby McKinnon taking on the role of head of brand and marketing, and Andrew Murrell moving from CommBank to be BOQ’s general manager of digital and direct channels.

Grimshaw added: “I’m looking forward to seeing the hard work of 2012 start to deliver results in 2013. It’s an exciting time to be part of BOQ – there’s a real sense of momentum and purpose and an opportunity to give our customers something different.”