Leo Burnett has been appointed by ANZ as its new lead creative agency partner in Australia.
Incumbent agency Special Australia withdrew from the bank’s creative agency pitch in August, which left Leo Burnett to beat other shortlisted agencies including dentsu, The Monkeys, and BMF.
ANZ said the partnership with the creative agency represents “a pivotal moment” in the ongoing evolution of its agency ecosystem, as it “works to enhance its brand presence and drive strategic growth through innovative marketing initiatives.”
ANZ general manager, marketing, Sian Chadwick said: “We are delighted to partner with Leo Burnett. Their previous track record in developing outstanding work and deep understanding of our industry make them an ideal partner to help us achieve our growth objectives.”
She continued: “Leo Burnett’s exceptional strategic and creative capabilities, as well as their collaborative approach stood out to ANZ through the tender process. The agency’s alignment with ANZ’s vision underscores the bank’s commitment to delivering compelling marketing initiatives that resonate with a diverse customer base in an increasingly competitive environment.”
The partnership will commence immediately.
Leo Burnett CEO, Clare Pickens said: “It’s a privilege to be selected as ANZ’s creative agency partner, which represents a new chapter for Leo Burnett in Australia. This collaboration provides a unique opportunity to leverage our strategic and creative expertise and support ANZ’s brand evolution. We are excited to work closely with ANZ to develop innovative and impactful work.”
ANZ thanked The Special Group for their “dedication and high-quality work since 2021” and all agencies involved in the tender for their “professionalism, engagement, time and effort.”
Special originally won the ANZ account in 2021 after a four-way shoot-out against CHEP, Hero, and incumbent TBWA\Melbourne.TBWA had held the ANZ account for 10 years, producing work like the Cannes-winning GAYTMs.
TBWA\Melbourne went on to win the creative account for another big four bank, NAB.