CommBank appoints Howatson+Company as creative agency, ending 14-year M+C Saatchi run

Commonwealth Bank has appointed Howatson+Company as its new external creative agency partner, ending M+C Saatchi’s 14-year relationship with one of Australia’s biggest financial services brands.

The appointment follows a pitch process and will see Howatson+Company work alongside CommBank’s in-house agency team to lead brand strategy and creative direction.

The agency will also partner with CommBank’s marketing teams on campaigns across the business, as the bank looks to evolve how it connects with customers across a changing technology and media landscape.

The move marks a significant shift for CommBank, which has built one of the country’s most recognised brand platforms through ‘Can’, developed during its long-running partnership with M+C Saatchi.

Jo Boundy, CMO at CommBank, said customer expectations were changing rapidly, requiring brands to evolve how they create more connected, relevant and effective communications and experiences.

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“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,” said Boundy.

“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.”

CommBank also acknowledged the contribution of M+C Saatchi, describing the outgoing agency partnership as long term and valued.

“We thank M+C Saatchi for their longstanding partnership and the significant contribution they have made to the CommBank brand over many years,” said Boundy.

“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.”

Chris Howatson, CEO of Howatson+Company, said the agency was proud to partner with one of Australia’s most recognised brands.

“CommBank is one of the country’s most iconic and ambitious brands, with a strong commitment to creativity, innovation and customer experience.

“We’re thrilled to partner with the team to help shape the next chapter of the brand and deliver work that connects meaningfully with customers,” said Howatson.

The appointment adds another major brand to Howatson+Company’s client roster and comes as large marketers continue to rethink the balance between external creative partners and in-house agency capability.

The new partnership will commence in the first half of FY27.

Dani Bassil, CEO M+C Saatchi Australia, said CBA had played an “incredibly important role” in the agency’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,” Bassil said in a statement.

“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.”