New ASB platform shifts towards a modern mentality

No two lives are the same explains ASB in its new platform. ‘Live life one step ahead’ comes from With Collective, linked by Isobar.

The new campaign reflects the changing landscape of banking customers and their different needs and wants.

The new platform introduces Ben and Amy, a reflection of the modern Kiwi couple who through their day to day shenanigans show us that no two lives are the same.

Practice lead brand and marketing at ASB, Shane Evans said the couple helps connect ASB to the next generations.

“This new campaign kicks us into an exciting period as we look to create a long-term brand platform that is highly relevant to the next generation of customers and their expectations of us. This platform will also help us continue to develop our customer experience, which we’re looking forward to.”

General manager of With Collective, John Marshall, said: “The aim was to capture both the progressiveness and the warmth of the ASB brand and to create a platform that resonated with this new, younger audience to set the brand up for the future.”

The first phase of the campaign went live Sunday 23 February and will be across all above the line channels and have an extensive digital and social presence over the coming months.



Shane Evans – Practice Lead Brand & Marketing

Sumi King – Chapter Lead Brand

Bianca Osborne – Brand Lead

Jess Standidge – Brand Campaigns Manager

Madeline Biddulph-Wall – Associate Campaigns Manager

Jasmine Taggart – Social Media Lead

Lidia Chubarova – Performance Marketing Manager

Caitlin Madden – Communications Manager

Creative Agency – WiTH Collective

John Marshall – General Manger

Claire Beatson – Head of Strategy

Jack Delmonte – Creative Director/Copywriter

Hadleigh Sinclair – Creative Director/Art Director

Joe Ranallo – Senior Copywriter

Will Winter-Irving – Senior Art Director

Jacqui Barry – Creative team

Vikki Cheng – Creative team

Kate Syms – Senior Account Manager

Lydia Sleeman Bailey – Account Manager

Steve Nute – Design Lead

Carl Dixon – Senior Designer

Shevonee Muthiah – Junior Designer

Iain Todd – Head of Production



Jono Sorensen – Agency Director 

Tasmin Bradley – Business Manager 

Jenny Fulton – Executive  

Shanice Singh – Implementation Executive

Andrew Bittle – Implementation Manager

Hugo Winter – Senior Business Director

Search Republic 

Karl Rooney – Head of Paid Media  

Larysa Sydorczak Performance Marketer 

Acquire Custom Programmatic

Zane Furtado – Programmatic Director

Kurt Lowry – Digital Business Manager

Max Huang – Programmatic Buyer

Production: Finch

Alex Roberts – Director 

Corey Esse – Manager Director 

Loren Bradley – Executive Producer 

Sarah Cook – Producer 

David Whittaker – Editor 

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