Leo Burnett has won the creative account for ANZ following a competitive pitch, sources close to the pitch have told B&T.
The partnership represents a pivotal moment in ANZ’s ongoing evolution of its agency ecosystem as it works to enhance its brand presence and drive strategic growth through innovative marketing initiatives.
Sian Chadwick, ANZ’s general manager, marketing said that the brand is delighted to partner with Leos. “Their proven track record in developing outstanding work and deep understanding of our industry make them an ideal partner to help us achieve our growth objectives,” she said.
“Leo Burnett’s exceptional strategic and creative capabilities, as well as their collaborative approach stood out to ANZ through the tender process. The agency’s alignment with ANZ’s vision underscores the bank’s commitment to delivering compelling marketing initiatives that resonate with a diverse customer base in an increasingly competitive environment,” Chadwick said.
Leo Burnett CEO, Clare Pickens said that is was a privilege for the agency to be selected for to partner with ANZ in a move that represents a new chapter for Leos in Australia. “This collaboration provides a unique opportunity to leverage our strategic and creative expertise and support ANZ’s brand evolution. We are excited to work closely with ANZ to develop innovative and impactful work”.
The account, which went up for pitch in May this year, was previously held by Special Group. In a statement, ANZ thanked Special for its “dedication and high-quality work since 2021.”
When the account went to pitch, it was reported that the bank had “complex needs” that it hoped a new ecosystem of agencies would be able to meet. The request for proposal asked for a focus on creative strategy and development.
“We’re constantly reviewing the ways in which we work with our Australian agency partners,” Chadwick said at the time. “As part of this, we are building an alliance of trusted agency partners, which will allow us to achieve the best creative outcome for each campaign”.
PHD currently manages the media account for the bank, having extended its contract back in February this year. The agency has serviced ANZ’s media needs since 2012.
The appointment will be effective immediately, with both parties reportedly committed to building a strong, enduring relationship that fosters sustained success and growth.
