ASB issues creative RFP

AUCKLAND, Today: ASB is seeking expressions of interest from brand, marketing and digital agencies, with a Request for Proposal (RFP) process for a range of creative services kicking off this morning.

The bank says its contract with its current lead agency Dentsu Creative/WiTH Collective* will come to an end in June.

ASB executive GM digital, data & brand Simon Tong says strong agency support and expertise will be a key as the bank evolves to meet changing customer needs and expectations.

“We want to continue to accelerate the development of personalised experiences for our customers and working closely with the successful agency, or agencies, to bring technology, data and creativity together will be critical to us delivering on this.

Ben & Amy
“It’s also important to us that we build on our brand platform that we have created with Ben and Amy who are core to our current three-year brand strategy. We look forward to working with our agency partners to continue to tell their story.”

“The bank is looking for an agency group or a small number of specialist agencies which can work collaboratively alongside existing media and search agency partners.”

The bank is looking for an agency group or a small number of specialist agencies which can work collaboratively alongside existing media and search agency partners to deliver the following services:

• Brand & Marcomms – Strategy, creative, brand guidelines, internal engagement
• Direct Marketing – Prospecting, DM strategy and implementation
• Community & Sponsorship – Strategy, creative, experiential planning and design
• Digital – Channel and web strategy including design, content, UX and personalisation
• Digital Innovation – Strategy, ideation and delivery
• Social Media for brand and marketing campaigns

Media and search are not included in the RFP.

Incumbent agency Dentsu Creative/WiTH Collective* has been invited to participate in the pitch. WiTH Collective has worked with ASB since 2017 and has supported the bank to set its current brand strategy and introduce its popular Ben and Amy characters to customers.

Expressions of interest
Expressions of interest should be directed to Danielle Meyer (Danielle.Meyer@asb.co.nz).

The new agency contract(s) will be effective from 1 September.

In-house PR
The RFP news release was issued by Marise Hurley, ASB Corporate Communications.

* Dentsu and WiTH  earlier this year consolidated and rebranded as dentsu NZ.