TBWA to lead ANZ's super regional strategy

ANZ Bank will accelerate the development of its global brand and establish a new direction in its advertising with the appointment of Whybin TBWA as its global creative agency.

Whybin TBWA was appointed after a four month competitive review and will be responsible for developing and executing ANZ's global advertising creative from hubs in Melbourne and Auckland, and from the Whybin hub in Asia.

The agency beat out incumbent DDB and M&C Saatchi.

Joyce Phillips, ANZ group managing director strategy, M&A, marketing and innovation, said ANZ is looking to more from a multi-domestic brand to a regional icon as part of the bank's super regional strategy.

"Whybin TBWA demonstrated they are the right agency to take us forward by presenting an outstanding master brand to product concept that integrates our core positioning.

M&C Saatchi will continue to support ANZ's OnePath wealth brand and DDB will continue to support its Rugby World Cup 2011 sponsorship in New Zealand.