Kiwibank appoints Together as new media partner, ends long partnership with OMD
Kiwibank has appointed Together as its new principal media and customer engagement agency, ending its long-standing partnership with OMD. This marks a major shift in the bank’s approach, assembling an all-New Zealand agency model built exclusively around independent, locally owned partners – a first for any major financial institution in Aotearoa.
The move is designed to fuel Kiwibank’s continued growth and deepen its connection with customers through the integration of Together’s capabilities.
Following five years of rapid growth – with the business more than doubling in size – Kiwibank has reimagined its agency model to reflect its position as a purpose-led brand committed to doing things differently.
“As a bank, created by Kiwi to make Kiwi better off, we want our agency model to be as ambitious, future-focused, and uniquely New Zealand as we are,” says Simon Hofmann, GM of Marketing, Brand and ecommerce at Kiwibank.
The new model is anchored by four New Zealand-owned agencies: Special, overseeing brand communications strategy, creative campaigns, and consumer PR; TRA, providing strategic insight as the lead research partner; DNA, driving Kiwibank’s digital customer and e-commerce experiences through design and user experience expertise; and Together, Media Agency of the Year in 2022, 2023, and 2024 across Campaign, Beacons, and IAB, joining as Kiwibank’s principal media and customer engagement partner
Together brings a modern, data-rich media model that integrates owned, earned, and paid media under one system – unlocking advanced digital planning and some of the country’s leading AI and data science thinkers to supercharge Kiwibank’s customer growth.
Says Hofmann: “We’ve been deeply impressed by Together’s strategic clarity, digital depth, and cultural fit. “Their ambition reflects our own, and we’re excited about the momentum we’ll build together.”
Says Rufus Chuter, Managing Partner at Together: “We’re thrilled to not only partner with Kiwibank – the largest New Zealand owned bank – but also join an independent collective of New Zealand agencies. Aotearoa has some of the smartest, most creative and effective independent agencies in the world, and this is a true tangible demonstration of Kiwibank’s purpose in action.”
The agency model is complimented by Kiwibank’s internal studio, and a broader network of independent partners who each bring specialist capability into a fully connected and customer-first system.
“All of our partners are independent – fast, modern, and responsive to the changing pace of the market. But more than that, they’re among the most effective and awarded agencies in New Zealand and the region. It’s thoughtfully designed and best-in-class,” adds Hofmann.
Kiwibank acknowledges flexibility when the right solution requires it: “We’re not pretending we won’t ever work with global partners when it makes sense – but the core of our system is unapologetically Kiwi. It’s designed for impact, built on shared values, and laser-focused on helping make more Kiwi better off.”
At the same time, Kiwibank extended a heartfelt thanks to its long-standing media agency partner, OMD: “We want to give a massive and genuine thank you to OMD. They have been an exceptional partner – from the all singing and dancing Indepen-dance to the critically acclaimed Mind Over Money, the viralI Am Hope and the Grand Effie-winning This is Kiwi, they’ve helped shape our story and our success. There is no questioning the commitment, creativity, and heart everyone has brought to this relationship over its many many chapters! We move forward with absolute respect and genuine gratitude.”
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