CommBank takes programmatic trading desk in-house

Pippa Chambers
By Pippa Chambers | 6 May 2015

CommBank's GM consumer marketing, Monique McLeod, is one of many speakers taking part in the Media Summit held on May 22. GroupM's Danny Bass, IPG's Henry Tajer and Nine Entertainment's Peter Wiltshire are also among the top notch speakers. Get your tickets here.

 

Australia's largest bank, CommBank, is in the process of establishing an in-house programmatic trading desk.

AdNews can reveal that the business has been busy working to establish a small team, which will have responsibility for all programmatic display and video activity.

It is currently in the process of selecting a best-in-market demand-side platform to support CommBank’s current and future state requirements and recruitment for the team is well underway.

Ikon Communications remains CommBank’s strategic digital agency and will still work closely with the in-house team.

General manager brand, sponsorship and marketing operations at CommBank, Stuart Tucker, said Ikon fully supports the move and is working with CommBank to ensure a smooth transition.

“This is an exciting next step for us in developing innovative and best-practice media buying capabilities,” Tucker said.

“Having considered all operating models, we believe the decision to bring the trading desk in-house will allow more scale and agility to leverage our first party data. For us it’s about delivering the right message, at the right time, to the right customer.”

Managing partner at Ikon Sydney, Pat Crowley, said Ikon is focusing on providing independent and transparent support, guidance and solutions for its clients and will continue to support CommBank with its new approach.

He said while the move isn't right for all clients, in this case “it absolutely is”.

“Ikon has always provided custom teams and services for its clients,” Crowley said.

“We will always work with clients to deliver the right solution, and in CommBank’s case we have worked together to develop a solution which suits their business needs.”

After a competitive and eagerly anticipated media account pitch back in October last year, it was announced media agency Ikon had retained The Commonwealth Bank account after the bank called a pitch for the business in July.

Ikon was up against OMD and IPG Mediabrands in the final stages of the pitch however there was speculation over what would happen over at Ikon if the bank account did move. The account is thought to be worth about $60 million.

Interested in programmatic? Check out What is Coles doing in the programmatic space? Programmatic TV – a race to the top14 programmatic predictions - the industry's blue sky thinkingProgrammatic myths - the industry speaks out; 

CommBank's GM consumer marketing, Monique McLeod, is one of many speakers taking part in the Media Summit held on May 22. GroupM's Danny Bass, IPG's Henry Tajer and Nine Entertainment's Peter Wiltshire are also among the top notch speakers. Get your tickets here.

 

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