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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2007
I S SUE S HELLOGOODBY:BAD Some Australian agencies are considering it a slap in the face which could result in other clients taking their business out the country, but others are putting a positive spin on The Commonwealth Bank handing its brand strategy to Goodby Silverstein & Partners, San Francisco, saying it will serve as a wake-up call for the local industry to lift its game. Campaign Brief takes a closer look... GOODBY SILVERSTEIN & PARTNERS is sur ely the best agency in the world - at least as far as Australia’s Commonwealth Bank is concerned. The San Francisco-based hot shop beat out UK-based agencies Beattie McGuinness Bungay and B ar tle Bogl e He gart y and fellow US agency Crispin Porter + B ogusky who also pitched for the account. It s hift s ac ross fr om ST W’s Commo nwealth Bank Vi ll ag e - forme d o ut of t he embers o f t he bank’s in-house agency 360 - which will retain the rest of the account with the bank continuing t o work across specialist STW companies. Campaign Brief’s re quest to th e Commonwealth Bank for an inter- view with Mark Buckman, execu - tive gen eral manager , b randing mark et ing and adver tising , was turned down. However, in a state - ment r ele as ed by t he ban k Buckman said they c onducted a global search to find a partner who sha re s i ts vi sion of d evelopin g worl d- sta nda rd a dvert is ing a nd communication. “Over the pas t 18 months, the Commonwealth Ba nk ha s ma de st rong an d posit ive change, evidenced by in creases in staff engagement and customer sat- isfaction. The ‘Every day’s a new day’ campaign was developed dur - ing this time to show those changes occurring within the bank, and we are now at a point whe re we can consider a brand p osition wh ich will more clear ly di fferentiate t he Commonwealth Bank in the f inan- cial services sector.” Goodby’s vice chairman Ha rold Sogard told CB he was imp ressed with the approach the bank took in finding a new agency: “It is a new process to do a worldwide s earch but I think it is going to be the way of the future. It was very intriguing to us that they wan ted t o d o this and when we met them in person – Mark and Barbara [Chapman] – we real ly liked them and conn ected with them. The bank itself is a very important c ompany with a rea lly interesting future ahead of it and to be part of that was really exciting.” There was no speculative creative work presen ted; in stead Goo dby put forward case studies of its work for other clients and spent time get- ting to know the ma rketing te am. “Often for a pitch you are working around the clock for thre e or fo ur weeks tr ying to ad van ce an overnight soluti on to something and t hey s aid no we d on’t t hink that’s the smart way to do it, we are going to judge you on the basis of 20 CA MPA I GN B RIEF Freedman: “I don’t feel slighted, I feel quite confident in the quality of our output and I can’t imagine anyone else who feels they’ve got a good creative reputation and a ‘world-class’ reputation wouldn’t feel any less sure of that as a consequence of one client looking for an agency outside of the Australian marketplace.” Cummins: “This is a great wake-up call for us to start breaking out and thinking differently, thinking positively and optimistically rather than taking on the burden of prevailing feelings or wisdom. If there are categories that are just not expanding and they are doing all the same stuff there may be more people busting out but I don’t think it will spark an exodus of any large proportion.” MAY/J UNE 2 007
July August 2007