Commonwealth Bank (CommBank) has appointed Howatson+Company as its new external creative agency partner following a competitive pitch process.
The agency will work alongside the bank’s in-house agency team to lead brand strategy and creative direction, while partnering with marketing teams on campaigns across the business.
The appointment follows a 14-year partnership between Commonwealth Bank and M+C Saatchi, which developed the bank’s long-running ‘Can’ brand platform.
In announcing the appointment, Commonwealth Bank said the move reflects its focus on evolving how it connects with customers in a changing technology and media environment, while continuing to build on the existing brand platform.
End of a 14-year partnership
M+C Saatchi CEO Dani Bassil acknowledged the conclusion of the agency’s long-standing relationship with the bank.
“CBA has played an incredibly important role in M+C’s story over the past 14 years. Together through CAN, we’ve created impactful work, navigated change and built a relationship grounded in trust, ambition and shared values.
“We’re deeply grateful to the many teams and people at CBA who have partnered with us over that time, and incredibly proud of everything we’ve achieved together. We wish them every success in the future.”
The appointment marks one of the most significant creative account moves in the Australian market this year, with Howatson+Company taking responsibility for Commonwealth Bank’s external creative agency remit.
CommBank looks to modern creative model
CommBank CMO Jo Boundy said customer expectations are changing quickly, requiring brands to create more connected, relevant and effective communications.
“CommBank has a strong legacy of creativity and brand leadership, and we’re focused on continuing to advance how we show up for our customers across every interaction and channel,” Boundy said.
“As technology and customer behaviours continue to change, we’re building a modern creative model that combines strategic thinking, creativity, speed and innovation to support our future ambitions.
“Howatson+Company demonstrated strong alignment to where we’re headed as a brand, including future ready capabilities, a collaborative partnership approach and a clear vision for modern creativity at scale.”
Boundy also acknowledged M+C Saatchi’s contribution after 14 years as CommBank’s creative agency partner.
“We thank M+C Saatchi for their longstanding partnership and the significant contribution they have made to the CommBank brand over many years,” she said.
“The partnership has been deeply valued and has helped shape some of the most recognised and effective brand work in the category, including ‘Can’ – one of Australia’s strongest brand platforms.”
The new partnership with Howatson+Company will commence in the first half of FY27.