R/GA joins ANZ to help it grow

By Simon Canning | 10 July 2014

ANZ Bank has quietly appointed R/GA to its roster with the digital powerhouse agency behind Australia's first interactive hologram in a campaign for the bank which launches next week.

The agency, which has been regarded as a world leader in the digital space for more than a decade under the guidance of its founder Bob Greenberg, officially opened its doors in Australia in January after working behind the scenes on the launch since June of last year. but has been operating in the local market for 18 months.

Its arrival was marked by the win of the Red Bull account for Australia.

This was quickly followed by appointment to the rosters of Telstra and Qantas, with the agency replacing DDB on Telstra's programmatic performance hub.

At the same time R/GA added work for ANZ Stadium in Sydney to its list of clients.

Since its presence in Australia was first mooted R/GA hired former Interbrand general manager Andy Wright in January to head the agency. Wright has gone on to make a number of Other senior hires include raiding M&C Saatchi for executive creative director Gavin McLeod and luring Rebecca Bezzina as client services director. Bezzina had worked closely with The Commonwealth Bank and Qantas Frequent Flyer during her time at M&C Saatchi.

The agency has also focused on technical hires with former Sapient Nitro national technology director Bryan Jones and Google Labs London head of production Louise Trethewey joining the team.

Country star Keith Urban stars in the Hologram event created by R/GA for ANZ Global Wealth.

ANZ Global wealth CEO Joyce Phillips said the “Grow” campaign would be a series of innovations.

“As part of the Grow program we looked for an innovative and breakthrough approach to engage with customers around the simple new solutions we’re delivering across multiple environments,”

Phillips said.

“The interactive hologram provides a great opportunity for us to connect with our customers in a totally new way across a range of media including live events, social media, TV and print advertising.”

Whybin TBWA in Melbourne is ANZ's agency of record and recently struck metal at Cannes with its GayTM campaign taking the outdoor Grand Prix for the bank.

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