The Commonwealth Bank has put its massive creative advertising account out to pitch, with incumbents Goodby Silverstein & Partners and BMF included in the process.
Commonwealth Bank chief marketing and online officer Andy Lark said: “The Goodby and BMF relationships have served us well over the past four years, delivering exceptional results. We are very proud of the recent Centenary campaign.”
The process, which started a month ago, comes four years after the bank controversially appointed San Francisco-based agency Goodby Silverstein & Partners.
Lark said: “Goodby and BMF – along with several other local agencies – will be participating in a process to identify our lead agency or agencies for brand and category work. Four years into working together, coupled with significant market changes, make this the right-time for us to consider this.
“We continue to build significant momentum through its focus on customers, social and technology, something we intend this partnership to amplify. Since arriving in Australia three months ago I’ve been incredibly impressed by the creative talent and smarts here – and believe we can partner these with our Global resources to achieve great things.”
Commonwealth Bank's digital agency The White Agency and media agency Ikon communications will not be included in the review.
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