Borrow an All Black (Updated)

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AUCKLAND, Today:  WiTH Collective has created a new ASB campaign, Borrow an All Black, to support NZ business, and launching the ASB Business Hub and donating one of its biggest sponsorships to SMEs across the country (scroll down to view the videos).

Feedback from customers as well as research by the bank led to the idea behind ASB Business Hub – an online resource launched last month, dedicated to providing advice and tools for SMEs.

As part of its support for Kiwi business, ASB is also lending its New Zealand Rugby sponsorship to 100 businesses, who will all receive a tailored advertising and media package featuring All Blacks, Māori All Blacks and Black Ferns.

Businesses can sign up at for the chance to use the power of the black jersey, with representatives from all three teams, to front an ad for their business.  

ASB’s Shane Evans said: “Over the last few months we have been working closely with businesses across the country and listening to what they need, which was where this idea began.

“SMEs make up about 97% of all New Zealand businesses and we know they are doing it particularly tough at the moment. We want to do everything we can to help them through this. 

“The campaign shows the ABs, Māori ABs and Black Ferns in a whole new light – they rolled up their sleeves for this one; you will never have seen them so candid.”

The launch of our Business Hub was just the start. We’re excited to be using our partnership with NZR to highlight some of the amazing businesses around the country, and provide some support through advertising and media for them.

“SMEs are the backbone of New Zealand’s economy, providing about 600,000 jobs and contributing around 26% of New Zealand’s GDP, but more than that, they are mums and dads, families and entrepreneurs and we’re looking forward to getting behind them with the help of our national rugby teams.”

WiTH Collective Linked by Isobar GM John Marshall said: “Off the back of Covid, like many New Zealanders, SMEs are doing it tough at the moment.

“They are the heart and soul of our communities. They are not just one-man bands or local dairies, there are many types and sizes of businesses across the country and we wanted to do something tangible to help those hit hardest.

“The campaign shows the All Blacks, Māori All Blacks and Black Ferns in a whole new light – they really rolled up their sleeves for this one; you will have never seen them so candid.”

“SMEs make up 97% of all NZ businesses and they’re doing it tough. We want to help them through this.”

Creative Directors Jack Delmonte & Hadleigh Sinclair said: ““It’s an incredibly tough time to be a small business owner, so we’re really proud to work with the awesome team at ASB to bring something different to the table.

“Working with the All Blacks, Māori All Blacks, Black Ferns and the talented Jordan Rivers has been a labour of love and laughs. We’re stoked to showcase an idea that we feel is memorable and special, and will make a real difference for Kiwis.

“We’re excited about this initiative and all the practical and helpful tools planned for the business hub. Plenty more to come. Go the Blues.”

The teaser comms went live July 1 and the full campaign goes live this morning (Monday 6 July).

Small businesses can sign up to win their chance to have a player to support their business for the month of July and ASB will be rolling out 100 small business ads in August.



Client: ASB
Practice Lead, Brand & Marketing: Shane Evans
Chapter Lead, Brand: Sumi King
Chapter Lead, Business Marketing: Emma Barker
Brand Lead: Bianca Osborne
Sponsorship Manager: Jono Rea
Marketing Services Lead: Sharon Moffatt
Marketing Manager – Business Banking: Crystal Kaiwai
Associate Marketing Manager – Business Marketing: Madeline Biddulph-Wall
Social Media Specialist: Liam Golds
Communications Adviser: Holly Ryan
Senior Media Relations Manager: Marise Hurley
Agency: WiTH Collective
General Manager: John Marshall
Head of Strategy: Claire Beatson
Creative Director/Art Director: Jack Delmonte
Creative Director/Copywriter: Hadleigh Sinclair
Senior Copywriter: Matt Woods
Senior Art Director: Chelsea Sietses
Senior Account Manager: Kate Syms
Account Service: Chris Marshall
Senior Content Producer: Tim Costar
Design Lead: Steve Nute
Senior Designer: Carl Dixon
Junior Designer: Shevonee Muthiah
Media: Carat
Agency Director: Jono Sorensen
Client Partner: Hugo Winter
Strategy Director: Amy Greene
Planning Manager: Tasmin Bradley
Investment Manager: Andrew Bittle
Investment Executive: Meg Thomason

Delivery Director: Matt Van Tiel
Copywriter: Isla Amin
UX Designer: Tristan Holman
Designer: Marti Panes Julia
CTO: Mike Bray
Developer: Andre Mikheev
Search Republic:
Head of Paid Media: Karl Rooney
SEO Director: Isreal Hartley
Performance Marketer: Larysa Sydorczak
Digital Content Marketer: Megan Hiew
Acquire Custom Programmatic:
GM of Client Services: Anthony Ord
Digital Business Director: Kurt Lowry
Head of Operations: Ashwin Sundaram
Programmatic Media Buyer: Olivia Graham
Production: Triple Double
Director: Andy Morton
Producer: Peter Clews

Executive Director: Joanna James
Account Manager: Diandra Cave

About WiTH Collective Linked by Isobar
WiTH is focused on solving its clients’ business problems by connecting with its customers. It does this through a combination of two powerful forces; logic and magic. Rather than resist the change digital brings, WiTH Collective embraces it. WiTH is part of Dentsu Aegis Network and linked to the global digital experience network, Isobar.

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