Leo Burnett secures ANZ’s creative account in competitive pitch
By Felicia Nwosu
In a significant win, Publicis-owned Leo Burnett has been named the lead creative agency for ANZ, one of Australia’s big four banks. The decision comes after a closely contested pitch, where Leo Burnett emerged victorious, outpacing final contenders such as dentsu.
Industry publication Adnews reports that incumbent agency Special, which had managed the account for the past three years, opted to withdraw from the competition before the final round.
Sian Chadwick, ANZ’s general manager of marketing, expressed the bank’s enthusiasm about the new partnership. “Leo Burnett has a remarkable track record of delivering exceptional campaigns, coupled with a deep understanding of our sector. They are the right partner to drive our growth objectives,” Chadwick stated.
She further highlighted the agency’s strong strategic thinking, creative prowess, and collaborative spirit, all of which stood out during the pitch process. “Their alignment with our vision underscores our commitment to executing powerful marketing strategies that resonate with a wide and varied audience in an increasingly competitive marketplace,” Chadwick added.
Leo Burnett CEO Clare Pickens called the appointment an exciting milestone for the agency in Australia. “We are honored to partner with ANZ and see this as a great opportunity to combine our strategic and creative expertise to support the bank’s brand transformation. We look forward to producing innovative and impactful work,” said Pickens.
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