Tyro shows its ‘Into business big time’ via Howatson+Company

6 May 2024

Creative Agency: Howatson+Company

2 1
Highlighting Tyro’s extreme dedication to supporting merchants in running and growing their businesses.

Australian payments company Tyro has revamped its brand identity and launched a brand campaign illustrating how industry-obsessed it is about its core customers with bespoke solutions across payments, banking and lending.

'Into business big time’, created by Howatson+Company, brings to life this customer obsession by highlighting Tyro’s extreme dedication to supporting Australian merchants in running and growing their businesses.

The campaign marks a new era in the Tyro business with the payments company transforming its brand from the inside out.

For Australian businesses, the brand platform launched starting with three films, directed by Scoundrel’s Carl Sundemo. The campaign will run across TV, BVOD, billboards, audio, digital, YouTube, social and brand activations.

Tyro’s head of marketing Sera Awad said Tyro's goal is to create seamless and innovative payment solutions for its merchants and their customers and to help them manage their cashflow with ease.

“We were the first payments company to launch least-cost routing for our merchants in 2018, and we were an Australian launch partner for Tap to Pay on iPhone payment acceptance with the Tyro BYO App," said Awad.

"We pride ourselves on our industry specific knowledge, creating features such as Pay@Table, Split Bills and integrating with Medicare and health insurers for health claims processing."

Tyro’s head of brand Stephanie Brown said business owners are obsessed with their craft and their customers.

"And we have that in common. In our new work, we see how Tyro has literally built its business around Australian businesses. We couldn’t be more thrilled to have partnered with Howatson+Company and Frontier Media to bring it to life," said Brown.

Howatson+Company executive creative directors Richard Shaw and Jeremy Hogg said the most exciting thing from the outset of the agency's partnership with Tyro is that they weren’t just looking for an ad campaign.

"Sure, that was part of the requirement, and we love the tone we’ve created, but we needed a bigger positioning statement to re-align the business around. For us ‘Into business big time’ is an engaging proposition both internally and a real consumer benefit that’ll allow us to do great things," said Shaw and Hogg.

Howatson+Company chief media officer Sasha Smith said the agency's mirrored this obsession throughout the media strategy.

"Which targets specific, business-friendly environments throughout the funnel, truly bringing message and moment together," said Smith.

This is Howatson+Company’s first work for Tyro since being onboarded as their creative and digital media agency of record in late 2023.



Client: Tyro

Head of Marketing: Sera Awad
Head of Brand: Steph Brown

Brand Manager: Justine Duffy

Brand and Communications Executive: Leo Lovric

Senior Campaigns Manager: Isabell Schneider

Digital Marketing Manager: Pramesh Singh

Marketing Campaign Manager: Matt Gregory

Senior Designer: Scott Elliott

Senior Copywriter: Max Kitchen

Designer: Max Khoun Ala


Creative: Howatson+Company

Group Managing Director: Renee Hyde

Group Strategy Director: Clinton Duncan

Executive Creative Directors: Richard Shaw, Jeremy Hogg

Creative Directors: Simon Friedlander, Michael Kleinman

Head of Production: Holly Alexander

Senior Producer: Nat Greaves (Photography)

Head of Craft: Ellena Mills

Senior Designer: George Coltman

Group Business Director: George Robertson

Business Director: Gavin Blomeley

Business Manager: Rachael Baulderstone


Media strategy + Digital media buying: Howatson+Company

Chief Media Officer: Sasha Smith

Head of Media: Daniel Dall’Acqua

Digital Director Search: Anthony Damiano

Digital Director: Bill Luu

Digital Managers: Shannen Ciar, Jeffy Thomas


Media buying offline channels: Frontier Media

Managing Director: Daniel O'Brien

Head of Client Service: Nichola Kiely

Senior Account Manager: Alex Kottas


Production Company: Scoundrel

Executive Producer: Adrian Shapiro

Director: Carl Sundemo

Producer: Giordi Caputo

DP: Nico Poulsson

Production Designer: Miha Knific

Stylist: Natasa Lapornik

Service Company: BAS


Post House: Heckler

Editor: Michael 'Hooli' Houlahan

Colourist: Fergus Rotherham

Online: Julian Ford, Drew Downes

Compositor: Troy Darben

IO: Dan Page + Liam McConville

Producer: Jess Walley


Music + Sound House - Mosaic Music & Sound

EP - Bill Doig

Head of Creative - Adam Moses

Sound Engineer - Michael Thomas

Photography: Pool Collective

Photographer: Sean Izzard

Executive Producer: Courtney Lewis

Producer: Zoe Izzard

Lead Stylist: Jo Ayling

Related Content

Latest Campaigns

comments powered by Disqus