Auckland indie agency True has been appointed as ASB’s new brand agency and has begun developing a new brand campaign to relaunch the bank’s brand line, One Step Ahead.
The business had become available in May when the bank and Saatchi & Saatchi agreed to dissolve their five-year partnership (scroll down for the link to that story).
True won the brand work, as ASB reconfigures its agency lineup from the Saatchi days.
ASB general manager marketing Shane Evans says True was the natural partner for the bank as the agency has a proven track record of engaging New Zealanders through emotional storytelling.
“True’s impressive body of work shows they understand and connect with New Zealanders,” he said. “This is an important new partnership for ASB as we continue to evolve our marketing model and we are excited to start working together.”
True managing director Steve Kane says the agency is delighted at being selected to partner an innovative category leader.
“We’re dead excited at the prospect of working with Shane and the team at ASB, the brand has such fantastic pedigree and we’re looking forward to breathing new life into the One Step Ahead platform.”
With Collective + Carat
“We’re very fortunate to work with so many ambitious and iconic Kiwi brands and we can’t wait to get alongside With Collective and Carat to help ASB to become the most loved bank brand in New Zealand,” Kane says.
Was there a pitch? Kane won’t say.
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