M&C Saatchi picked to engineer ANZIB’s new global identity

Anzib, the investment arm of the Australia and New Zealand Bank, has chosen M&C Saatchi to give it a separate identity from its parent.

Anzib, the investment arm of the Australia and New Zealand Bank,

has chosen M&C Saatchi to give it a separate identity from its

parent.



The ANZ Bank, one of Australia’s largest financial institutions, hired

M&C Saatchi in Sydney to run the massive advertising account on its home

market retail operations earlier this year.



In a separate move, the London-based ANZIB, which is a specialist in

raising and offering finance in the world’s emerging markets such as

Vietnam and India, has also been combing the London market for an

international agency. ANZIB’s head of publicity, Kate Bowes, put

together a shortlist of shops in April consisting of Young and Rubicam,

Team Saatchi and M&C Saatchi.



The account, which will cover global campaigns aimed mainly at the

business community, is estimated at over pounds 1 million. Media buying

has yet to be resolved.



Tim Duffy, the M&C Saatchi group account director who will run the ANZIB

business, denied that the agency’s appointment had anything to do with

its Australian victory. ’It was not connected to the other win. The

business was won on a competitive pitch,’ he stressed.



Duffy added: ’Our task is to create ANZIB’s own distinct identity. We

will be doing a global campaign, including advertising. From an

advertising perspective it’s great - finance can be a dull sector but

they are really keen to get some exciting ads.’