Browsing: Craig Herbison

News
Horse’s Mouth: Craig Herbison, BNZ
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After Craig Herbison was appointed as BNZ’s chief marketing officer in 2011, his first big act was to launch the new brand platform in the form of a polarising, existential teaser campaign that asked whether money was good or bad (answer: neither, it’s what you make of it that counts). Since then he’s made ‘Be Good with Money’ a central pillar of the business and around one year ago, he was promoted to director of retail banking and marketing. So, after saying goodbye to the Airpoints scheme and launching another confronting campaign about the perils of not planning ahead, are the marketing efforts paying dividends?

News
BNZ launches online forum, aims to start business conversations
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BNZ is getting involved in the world of forums by launching BNZ Community, a social hub “where New Zealanders can give, and get, guidance on all things banking and money-related”. Coinciding with the start of Money Week, BNZ’s director of retail and marketing Craig Herbison says that BNZ Community will help make it easier for New Zealanders to talk about money and banking. BNZ Community has two main components: a forum where users can post a query, start up a conversation and search out the best answers to questions; and the separate ‘Good with Money’ blog, where BNZ’s staff will be providing information on how customers can be smarter with their money.

News
The conversation economy: BNZ’s Craig Herbison on the thinking behind the ‘Be good with money’ campaign
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BNZ’s teaser campaign reached its denouement last night, launching its new brand platform ‘Be Good with money’ and adding some spice to an already pretty spicy financial marketing scene after last week’s formal announcement about the cessation of the National Bank brand. BNZ’s chief marketing officer Craig Herbison talks about starting conversations, breaking taboos and focusing on the bigger issue.

News
BNZ tries to claim the moral high ground as Money is Bad/Money is Good teaser campaign comes to an end
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After three weeks of TV ads, hundreds of mystery billboards, a few spray painted footpaths, a hijacked Twitter account that sent around 100 people to a fake money drop, and a fair bit of speculation about who was behind the ‘Money is Bad/Money is Good’ teaser campaign, our suspicions were confirmed last night when the BNZ logo came into view alongside its new tagline ‘Be good with money’.

News
BNZ completes its agency equation with Mediacom
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When SparkPHD swapped BNZ for ANZ after a regional realignment in February, BNZ went hunting for a replacement. And, after announcing Colenso as its new creative agency, it has rounded out the new family by naming Mediacom as its media planning and buying agency. 

News
BNZ banks on Colenso BBDO—UPDATED
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In another round of bankland swings-and-roundabouts Bank of New Zealand (BNZ) has appointed Colenso BBDO as its new creative agency, in alignment with with its Australian parent bank. BNZ spends around $10 million on advertising a year, so it’s a good win for Colenso, but Westpac may not be so thrilled… it dumped Saatchi & Saatchi for Colenso BBDO just 18 months ago.

News
BNZ keeps the change flowing as creative account goes up for review
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On February 17, after a regional alignment saw SparkPHD take up the ANZ account and resign BNZ, we mentioned that rumours about a change of creative pants for the bank also appeared to be gathering steam. And it made the call this morning to put the account up for review, with the incumbent, Sugar, deciding not to participate. 

Movings/shakings
Movings/Shakings: 7 November
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Craig Herbison returns from Australia to take up the chief marketing officer role at BNZ, Paul Henry gets shoulder-tapped by Lachlan Murdoch, Adshel welcomes Simon Paul as a senior account director, Tania Burgess takes on the night shift at The Breeze, and Anne O’Brien is handed the artistic reins for the Auckland Writers & Readers Festival. 

News
Telecom strokes patriotic egos, tugs on heartstrings and gets back in the brand space
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Much like watching an All Black return from injury, the marcomms sector always keeps a very close eye on the communications work of companies that have recently suffered some kind of PR crisis. Certainly, when Telecom’s Paul Reynolds came out in his waders in Glenorchy after the XT debacle with an apologetic number asking New Zealand for forgiveness, opinions on whether or not this was appropriate spewed forth. Since then there have been plenty of ads promoting specific deals and products (sadly, the on-air proposal didn’t really work out either), but Telecom and Saatchi & Saatchi now appear to have resumed normal branding transmission with the release of a beautiful new TVC (by Prodigy films), print campaign and positioning statement ‘From here we can do anything’.