EXCLUSIVE: Credit Union Australia (CUA) has kicked off a pitch for its creative and media accounts as the bank gets set to embrace “a new era” for its brand.

The financial institution confirmed it was reviewing its current arrangements, with the pitch being handled by The Clinic’s principal Colin Wilson-Brown.

Wilson-Brown told B&T that a shortlist has been drawn up for both the creative and media planning and buying pitches with CUA set to brief agencies for the next stage.

Three creative agencies have made the shortlist. The pitch is set to be wrapped up by March.

Wilson-Brown said there was no real incumbent for the media and creative business, describing previous agency relationships as “very piecemeal”.

“They did a bit of work with somebody here and a bit of work with somebody there,” Wilson-Brown explained.

“They mostly worked with small agencies, certainly on the creative front. This is, in a sense, a new era.”

The review comes after a restructure at CUA and the appointment of a new marketing team, according to Wilson-Brown.

In August last year, CUA appointed Jason Murray as its new general manager of products and marketing.

Murray had been acting in the role in the six months leading up to his appointment.

In a statement, Murray said: “I’m extremely pleased as there’s appetite and opportunity at CUA to challenge the big banks by developing competitive and compelling products with an innovative twist.”

“I want to continue exploring this space to see CUA regarded as a genuine challenger to the big banks, offering a broad range of highly competitive products and services that meet the needs of our customer segments.”