ANZ is tipped to award its $60 million-plus media account to Omnicom-owned PHD, replacing incumbent Mitchell & Partners after a two-way pitch.
AdNews revealed in August the bank had initiated a review of its global media agency arrangements, and that the review had come down to a two-way battle.
The Australian incumbent agency is Mitchell & Partners. Locally, the account is worth $60 million. Globally, it is worth several million dollars more.
In New Zealand, the account had been handled by Ogilvy, while Aegis Media’s Carat oversaw the broader regional account. AdNews understands PHD has won global duties for the brand.
The ANZ global media review sits within the broader expansion strategy of chief executive Mike Smith, who has previously outlined his desire to increase the bank’s position in Asia.
Smith appointed Joyce Phillips in 2009 as group managing director strategy, mergers and acquisitions, and marketing innovation. The hiring of Phillips has seen the business move away from country or regional-based units – Australia, New Zealand and Asia – towards a consolidated entity with unified brand positioning.
Earlier in the year, ANZ appointed Whybin TBWA as its global creative agency, as revealed by AdNews. This appointment also sat within the company’s plans for global consolidation.
Whybin beat out incumbents M&C Saatchi and DDB, and has been charged with handling global advertising arrangements from its Melbourne and Auckland offices.
ANZ Banking Group spent an estimated $59.9 million on main media in the 12 months to May 2011, up from $54.4 million, according to Nielsen.
Both PHD and Mitchell & Partners declined to comment on the appointment, while ANZ is yet to comment.
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