What you need to know:

• NAB has appointed ANZ's former creative agency TBWA to handle its creative account following a three-month pitch.
• The move ends a 15-year relationship with incumbent agency Clemenger BBDO.   

NAB has become the latest of the big four banks to appoint a new agency, naming TBWA to handle its creative account and all content generation following a pitch process.

It is understood the review kicked off with close to a dozen agencies but was narrowed down to TBWA and incumbent, Clemenger BBDO. The Monkeys and WhiteGrey were also said to be part of a shortlisted round. 

The move ends a relationship between NAB and Clemenger that stretched back to 2006 and is one of the agency's most financially significant clients. "This one will strike at the heart for Clemenger," said one industry observer. 

NAB Chief Marketing Officer, Executive Group Marketing, confirmed the change to Mi3 in a statement: "We are excited to have landed on TBWA as the new lead creative agency to join our existing agency panel. It was a collaborative and considered decision that we believe sets us up well for the future.

"We would particularly like to thank Clemenger BBDO Melbourne, with whom we’ve shared a very successful partnership over the past 14 plus years."

The review covered NAB’s entire creative duties including business accounts, business loans, business finance, business credit cards, merchant and payment services and insurance arms.

"This is a proud moment for TBWA," said Kimberlee Wells, CEO TBWA Melbourne and Adelaide. "It’s especially meaningful to join with NAB during this time. We’ve been truly inspired by their commitment to serving their customers and Australian businesses."

NAB's review follows ANZ's shake up of its agency roster, swapping TBWA for Special Group late last year and starting an in-housing program of some agency services to lower costs and increase turnaround times.  

Australia's big four banks have also been on a run of brand refreshes, with Commonwealth Bank launching a new brand identity in November 2020 and Westpac following suit in March. 

Jim Gall, CEO of Clemenger BBDO Melbourne, thanked NAB for its business and wished the bank well for the future.