Commonwealth Bank has denied it is about to conduct a major overhaul of its agency roster.
A source close to CBA told B&T that the major bank is looking to almost halve the number of agencies on its roster and in-source as much work as they could.
Furthermore, speculation has been brewing amongst the industry that CBA is set to pitch its creative account, which has been held by M&C Saatchi since 2012. B&T is aware of several senior industry figures who are convinced that it’s happening.
https://www.youtube.com/watch?v=MY7S1yrD9wA
However, CBA chief marketing officer Monique Macleod has denied the bank is planning any changes or reviews to its panel of agencies.
“M&C Saatchi is our lead creative agency, Ikon is our lead media agency, and there’s no changes to that,” she told B&T.
“We have a tier two panel, and there’s no changes going onto that either.
“We’ve got some things that we’ve done in-house already. We have some capability that we’ve been building out internally, but there’s no significant difference to what we’ve already got.”
