It is one of several account moves in the Australian financial services
sector, which is expected to be a big spender this year. Macquarie
stunned the industry when it parted company with its agency of one year,
Euro RSCG.
Meares Taine - a successful New Zealand agency - will enter the Australian market with Macquarie as its foundation client. Two former Zenith Media staffers, Pam Lane and Cath Barnard, have formed MediaMark with Macquarie as its maiden media account. Macquarie marketing director, Andrew Murray, said: "Macquarie is entering a new era in the development of our retail brand and marketing; these new arrangements will ensure our needs are uniquely and strategically serviced."
Macquarie's move is similar to the Commonwealth Bank which last year
formed its own agency, 360 Partnership, and media shop Ikon
Communications to handle its $40 million account. Earlier this
year, Westpac sacked its agency The Campaign Palace for Singleton Ogilvy
& Mather.
