ASB issues tender for range of creative services

ASB issues tender for range of creative services

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 today.


The bank’s contract with its current lead agency Dentsu Creative (WiTH Collective) will come to an end in June this year.

ASB executive general manager digital, data and brand Simon Tong says strong agency support and expertise will be 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.

“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 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 should be directed to Danielle Meyer ( no later than 12.00pm, Friday 23 April 2021.

The new agency contract(s) will be effective from 1 September 2021.