Australian payments company Tyro has unveiled a refreshed brand identity along with a brand campaign launched via Howatson+Company: Into business big time.
The work is the agency‘s first for Tyro since being appointed its creative and digital media agency of record in late 2023.
Launching with three films, directed by Scoundrel’s Carl Sundem, the campaign plays on how industry-obsessed Tyro is about its customers, and the bespoke solutions it offers to support Aussie merchants in running and growing their businesses.
The campaign will run across TV, BVOD, billboards, audio, digital, YouTube, social and brand activations.
Tyro’s head of marketing, Sera Awad, said that at Tyro, “we’ve been obsessing over Aussie businesses for the past 21 years.
“We continuously strive to innovate in the payments space and ensure Aussie businesses are set up for success, and we needed a brand refresh that encapsulates the obsession that Tyro has for these businesses every day.”
Stephanie Brown, Tyro’s head of brand, added that in the 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.”
Richard Shaw and Jeremy Hogg, Howatson+Company’s executive creative directors, said that “the most exciting thing from the outset of our 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.”
Howatson+Company’s chief media officer, Sasha Smith, added that “we’ve mirrored this obsession throughout the media strategy, which targets specific, business-friendly environments throughout the funnel, truly bringing message and moment together.”
Last last month, Kenny Hill sold his Melbourne-based creative agency Akkomplice to the three-year-old indie founded by Chris Howatson, 10 years after Hill left his post as managing director at M&C Saatchi Melbourne to launch the agency.
See also: Howatson+Co acquires Akkomplice: ‘It was a natural fit’
Credits:
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
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
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