Kiwibank has a new agency model, made up exclusively of independent, New Zealand-owned agencies.
Following five years of rapid growth, Kiwibank says it has reimagined the model to reflect its position as a purpose-led brand committed to doing things differently.
Earlier this year, Kiwibank was the most nominated brand at the 2025 YouTube NZ Marketing Awards. The bank took home the Excellence in Marketing Communication Strategy for its campaign, ‘Is it really real?’ and Best B2B Marketing Campaign for ‘This is fuel for your rocket’.
Meet Kiwibank’s village
The agency village includes:
- Special – leading brand communications strategy, creative comms and consumer PR
- TRA – bringing strategic strength as the lead insight partner
- Experience and design specialists DNA – leading Kiwibank’s digital customer and ecommerce journeys
- And most recently, media agency Together – as the bank’s principal media and customer engagement partner, effective from early 2026
“As a bank, created by Kiwi to make Kiwi better off, we want our agency model to be as ambitious, future-focused and uniquely New Zealand as we are,” says Kiwibank GM of marketing, brand and ecommerce Simon Hofmann.
An all-New Zealand agency model not only means supporting local, but being backed by expert partners that live, breath and understand the local market.
By Kiwi for Kiwi
Together brings a modern, data-rich media model that integrates owned, earned and paid media under one system.
“We’ve been deeply impressed by Together’s strategic clarity, digital depth and cultural fit,” adds Hofmann. “Their ambition reflects our own, and we’re excited about the momentum we’ll build together.”
Together managing partner Rufus Chuter says: “We’re thrilled to not only partner with Kiwibank – the largest New Zealand owned bank – but also join an independent collective of New Zealand agencies. Aotearoa has some of the smartest, most creative and effective independent agencies in the world, and this is a true tangible demonstration of Kiwibank’s purpose in action.”
The agency model is complimented by Kiwibank’s internal studio, and a broader network of independent partners who each bring specialist capability into a fully connected and customer-first system.
“All of our partners are independent – fast, modern and responsive to the changing pace of the market. But more than that, they’re among the most effective and awarded agencies in New Zealand and the region. It’s thoughtfully designed and best-in-class,” says Hofmann.
Flexible when required
“We’re not pretending we won’t ever work with global partners when it makes sense – but the core of our system is unapologetically Kiwi. It’s designed for impact, built on shared values and laser-focused on helping make more Kiwi better off,” says Hofmann.
At the same time, Kiwibank extended a heartfelt thanks to its long-standing media agency partner, OMD.
“We want to give a massive and genuine thank you to OMD. They have been an exceptional partner – from the all singing and dancing Indepen-dance to the critically acclaimed Mind Over Money, the viral I Am Hope and the Grand Effie-winning This is Kiwi, they’ve helped shape our story and our success. There is no questioning the commitment, creativity and heart everyone has brought to this relationship over its many many chapters! We move forward with absolute respect and genuine gratitude.”
