ASB experiences a new agency—UPDATED

  • Advertising
  • April 4, 2012
  • StopPress Team
ASB experiences a new agency—UPDATED

When it rains it pours and it's certainly pouring in bankland at the moment because one of the most talked about agency bank relationships in the country has officially come to an end after ASB appointed Saatchi & Saatchi, effective 1 July 2012.

Roger Beaumont, ASB’s executive general manager, marketing and online confirmed the bank had opted for a change of direction with a new agency after two years with incumbent Droga5.

“ASB has grown significantly in terms of market share and size and we are very excited to be entering a new direction in the evolution of our brand," he says. "We feel that Saatchi & Saatchi strongly delivers the right mix of scale, creativity, strategic insights and leadership that will help us achieve our ambitious goals.”

"ASB is an incredibly strong and innovative brand," says Nicky Bell, chief executive of Saatchi & Saatchi New Zealand. "We can’t wait to get started with their team.  And this is a tremendous validation for the whole team who have worked hard over the last couple of years to get us back to the true spirit of the Saatchi & Saatchi brand.”

Interestingly, ASB will once again be working with Guy Roberts and Corey Chalmers, who moved to Droga5 after TBWA\ lost the account and recently became creative directors at Saatchi & Saatchi, the old stomping ground of Andrew Stone, Droga5’s business director.

Stone said: “We have loved our relationship with ASB. We’re proud of what we have done together and they’ve given us a great start in this market. We recognise the changes at ASB and wish them well.”

After a rocky start with the Creating Futures campaign, things had picked up recently (possibly due to the steadying marketing hand of chief executive Barbara Chapman) and Beaumont said the current campaign 'Experience ASB' was a particular highlight.

This obviously rules Saatchi & Saatchi out of the Westpac race, which it was thought to have put its hand up for.

UPDATE: ASB's corporate comms manager Christian May says the bank is sticking with the press release and isn't making any other statements. He would neither confirm nor deny whether there was a pitch or whether the business was handed over.

Saatchi's Nicky Bell said she may be able to talk about it more in a few weeks, but, like ASB, had nothing further to add from what was in the release at this stage.

Also, we couldn't help but notice that just after the release was sent out, the ASB website was down. An ominous sign, perhaps?

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Social responsibility: Facebook in the aftermath of the Christchurch mosque terror attack

Social responsibility: Facebook in the aftermath of the Christchurch mosque terror attack

Friday 15 March started out as a day of hope in New Zealand. Social media was awash with posts, images and stories about the nation’s teenagers taking to the streets to demand action on climate change. Tens of thousands of school students took part in the demonstrations, which stretched the length of the country from Southland to the Bay of Islands. However, by late afternoon, social media was filled with a completely different nationwide movement: an outpouring of grief about the Christchurch mosque terror attack.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit