COMM BANK APPOINTS GOODBY!
In a move that is bound to cause controversy, the Commonwealth Bank has appointed hot US shop Goodby Silverstein & Partners, San Francisco to the Brand part of its account. (The agency's creative guru Jeff Goodby is pictured).
Why the bank did not consider any of the top Australian creative agencies good enough is probably where the controversy will start when this sinks in...
Commonwealth Bank Statement
The Commonwealth Bank has appointed San Francisco based advertising agency Goodby Silverstein and Partners to work with the Bank on its brand strategy.
Goodby Silverstein and Partners are widely recognised as one of the most effective and leading advertising agencies in the world. Last year they were awarded Adweek’s Agency of the Year; Ad Age’s Digital Agency of the Year; Creativity’s Agency of the Year; and Ad Age’s Campaign of the Year. They will join the Commonwealth Bank roster of agencies from May, and will work with the STW group of companies retained by the Bank to underpin and support the Bank’s vision of being Australia’s finest financial services organisation.
Mark Buckman, Executive General Manager, Branding Marketing and Advertising said “The decision to appoint Goodby Silverstein and Partners follows a global search to find a partner who shares our vision of developing world-standard advertising and communication which reflects the transformation occurring inside the Bank. Over the past 18 months, the Commonwealth Bank has made strong and positive change, evidenced by increases in staff engagement and customer satisfaction. The “Every day’s a new day” campaign was developed during this time to show those changes occurring within the Bank, and we are now at a point where we can consider a brand position which will more clearly differentiate the Commonwealth Bank in the financial services sector.”
In making the announcement, Mr Buckman said, “the Commonwealth Bank brand is strong in the Australian market, and the responsibility now rests with us to develop a world-class campaign which re-energises and repositions the brand in the minds of all Australians. Our decision to add Goodby Silverstein and Partners to our roster means that we are now working with absolute best there is locally and globally to redefine the Bank’s brand and position us strongly for the future,” Mr Buckman added.
Goodby Silverstein and Partners Vice –Chairman Harold Sogard said “We are absolutely thrilled and enormously energised to be working with The Commonwealth Bank. It is clear to us that the Bank is committed to world class service and performance and will do nothing less than change the face of banking in Australia. As an agency we are confident we are in a position to communicate the Commonwealth Bank’s vision in a way which will positively transform the way Australians feel about this proudly Australian company”.
(Obviously this "proudly Australian company" is not proud enough of Australia's best advertising agencies - CB Blog).