Howatson+Co wins CommBank

Commonwealth Bank has appointed Howatson+Company its external creative agency partner following a competitive pitch process.

The incumbent was M+C Saatchi, which had worked with the bank since 2012.

The account is thought to be worth around $8 million in revenue.

Howatson+Company will work alongside CommBank’s in-house agency team to lead brand strategy and creative direction, while partnering closely with the bank’s marketing teams on campaigns across the business.

CommBank CMO Jo Boundy said customer expectations are changing rapidly, requiring brands to evolve how they create more connected, relevant and effective communications and experiences.

“CommBank has a strong legacy of creativity and brand leadership, and we’re focused on continuing to advance how we show up for our customers across every interaction and channel,” said Boundy.

“As technology and customer behaviours continue to change, we’re building a modern creative model that combines strategic thinking, creativity, speed and innovation to support our future ambitions.

“Howatson+Company demonstrated strong alignment to where we’re headed as a brand, including future ready capabilities, a collaborative partnership approach and a clear vision for modern creativity at scale.

“We thank M+C Saatchi for their longstanding partnership and the significant contribution they have made to the CommBank brand over many years.

“The partnership has been deeply valued and has helped shape some of the most recognised and effective brand work in the category, including ‘Can’ - one of Australia’s strongest brand platforms.”

Howatson+Company CEO Chris Howatson said the agency was proud to partner with one of Australia’s most recognised brands.

“CommBank is one of the country’s most iconic and ambitious brands, with a strong commitment to creativity, innovation and customer experience.

“We’re thrilled to partner with the team to help shape the next chapter of the brand and deliver work that connects meaningfully with customers,” said Mr Howatson.

The new partnership with Howatson+Company will start in the first half of FY27.

M+C Saatchi CEO Dani Bassil said CBA had played an important role in M+C’s story over the past 14 years. 

"Together through CAN, we’ve created impactful work, navigated change and built a relationship grounded in trust, ambition and shared values," she said.

"We’re deeply grateful to the many teams and people at CBA who have partnered with us over that time, and incredibly proud of everything we’ve achieved together. We wish them every success in the future."