PHD Australia has secured the continuation of its media planning and buying mandate with ANZ after emerging ahead of competing agencies in a comprehensive review conducted by the financial institution.

Following the competitive assessment, PHD will retain responsibility for ANZ’s media strategy, audience planning, investment management and campaign optimisation, extending a partnership that has now spanned 15 years.

The latest review examined participating agencies against a broad range of criteria, including strategic capability, media effectiveness, commercial delivery, data and measurement, technology and artificial intelligence maturity, as well as operational performance.

According to ANZ Chief Marketing Officer Sian Chadwick, the bank deliberately designed the process to determine which agency could best respond to its evolving media requirements and support its ambitions for the future.

She explained that changing customer expectations, alongside rapid technological advances across the media ecosystem, made it increasingly important for ANZ to work with partners capable of converting innovation and strategic thinking into measurable business results.

Chadwick said PHD distinguished itself across the various stages of the evaluation, demonstrating the depth of capability and forward looking approach required to help the bank strengthen outcomes for both customers and the wider business.

Consequently, she said ANZ was pleased to extend its relationship with the agency.

Meanwhile, PHD Australia Chief Executive Officer Laura Nice described the account retention as a significant achievement, particularly because the agency had to compete to preserve a relationship that has lasted a decade and a half.

Nice noted that while securing a new account can generate excitement, successfully defending an established partnership after 15 years requires an agency to continually prove its relevance and demonstrate fresh value.

She said the review set a particularly demanding benchmark, compelling PHD to show not only the impact it currently delivers for ANZ but also the opportunities it can unlock to support the bank’s next phase of growth.

Looking ahead, Nice said PHD intends to build on the foundations established over the years while pursuing a more ambitious growth agenda with ANZ.

She described ANZ as one of PHD’s foundational clients, noting that every stage of the relationship has pushed the agency to evolve, raise its standards and continually pursue stronger performance.

According to Nice, the renewed partnership will therefore move beyond maintaining existing momentum, with both organisations seeking to combine the strength of their established collaboration with a clearer vision for future growth.