In a move ANZ Bank reckons will inspire the future of how big brands and agency partners interact and integrate, TBWA, PHD and (newly appointed) justONE have revealed their customised approach to creating the next generation of ANZ’s digital marketing in New Zealand – The Engine.
ANZ needed a team of agencies to drive the next evolution of their digital marketing strategy, an approach that demands constant optimising and adjusting of creative for a portfolio of customer audiences – so the bank ran a competitive pitch to look at how creative would deliver against the new strategy.
The bank announced its decision in a release issued by Eleven PR – but the PR firm made no reference to fundamental information like the incumbents or the other pitchers.
Presumably, they were all part of the pitch – but ANZ ain’t saying!
A search of M+AD archives reveas ANZ has worked with these agencies over the past two years – FCB and FCB Media, DDB, Saatchi & Saatchi, and TBWA.
ANZ head of marketing Astrud Burgess says removing the traditional walls between agencies and clients, plus the existing high trust between partners, was a critical part of The Engine model.
TBWA was appointed as creative lead and proposed a new integrated model to deliver this. In collaboration with PHD and justONE, the Omnicom trio created The Engine to harness their combined expertise across creative, media and direct marketing.
They describe The Engine as a unifying operating model that connects people and process, designed to improve creative effectiveness by backing up the message with manageable data sets and hard and fast user behaviour.
“Post pitch, the Omnicom solution redefines digital and data-driven marketing for NZ’s largest bank.”
By separating strategic oversight and day-to-day execution within the model, members from each agency partner work with the client as an integrated team to ensure continual learning and optimisation at pace without getting lost in the data.
“We knew we needed even greater agility and better integration,” she said. “We felt TBWA knew where our digital advertising was heading – great digital advertising is timely, relevant and supportive to the customer, plus faster, disciplined and agile for us as a client.”
TBWA\ Group MD Catherine Harris says The Engine is designed to deliver game changing business outcomes that also deliver back into ANZ’s brand long term.
“Digital and data marketing has often delivered efficiency without the impact of creativity or capturing meaningful insights that can be applied to the broader business,” she said.
“The ANZ brief was to create a model that would allow us to move beyond traditional marketing to deliver insights for the broader teams and more impactful work over time, without losing efficient, flexible, cost-effective and cohesive delivery.”
“Our Omnicom partnership is perfectly placed to deliver this expertise in a unified way to our clients.”
PHD group GM Christophe Spencer said: “The Engine model sees Omnicom agencies and ANZ teams working together around a unified technology stack and a joined up approach to data. The model allows us to help ANZ achieve their significant data driven marketing ambition.”
justONE MD Ben Goodale says ANZ has an exciting vision for transforming its relationships with customers.
“We are quickly forging a great working relationship with the ANZ, TBWA and PhD teams and are excited about what we can do together, not least as we maximise the emerging opportunities in digital tech.”
The first work from The Engine will be launching late May.
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