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.
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.”
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