Tom Dery, M&C's Asia-Pacific chairman, says the agency presented a "completely fresh" creative and strategic approach..."I think there is a general feeling around that bank advertising suffers from a sameness. It's not just a local problem; it's a global problem," he says.
Sydney-based M&C Saatchi will now establish a full- service Melbourne agency, initially staffed with 15 people, to service the ANZ account and will be looking for more local business, said Dery.
ANZ dumped The Campaign Palace, a Bates subsidiary and incumbent for five years, last November. Rob Gerrand, the bank's public affairs group general manager, says the bank sought an agency with global capabilities to become its master agency.
"We will probably still work with different agencies around the world from time to time but they will be instructed by M&C Saatchi, which now becomes our master agency," Gerrand says.
Copyright March 1997, Crain Communications Inc.