Outsourcing advertising
A press release from the Commonwealth Bank landed in my inbox yesterday.
I've been very busy of late, so I didn't get to it till this morning.
When I started to read, I could not believe my eyes.
The great Australian bank has appointed San Francisco agency Goodby Silverstein as its brand agency.
As John McEnroe used to say, you cannot be serious!
Our banks seem to be outsourcing everything these days, but I never thought they'd outsource their advertising.
No disrepect to Goodby, who are a terrific agency, but Australia is hardly short of world class talent.
On a per capita basis Australia ranked number one at Cannes last year.
Not that anyone cares what I think, but I reckon those marketing folks at the Commonwealth Bank are downright un-Australian!
And I really can't believe I just said that.
posted by Stan Lee at 5:21 pm
6 Comments:
i can't believe you just said that either, stan!
although i will be having something to say to the connonwealf about their 'outsourcing'. if i get any comms material that uses a z instead of an s, fails to insert a u in the appropriate place or i see any ads that are overdubbed american ads with australian accents, i will flip my goddamn lid.
This is really disappointing. I wonder what their reasoning for doing this was??
As part of the agency that handled the entire NAB re-brand last year, I cannot imagine how difficult it's going to be trying to manage an account like this from across oceans.
There used to be this blogger called Marcus Brown, who wrote an article about this on his blog. He said that this kind of stuff would happen and a lot of people said he was mad because of it.
I managed to get a copy of that post. Would you like to look at it?
I miss Marcus. A lot. I you have access DA I'd love to see it.
Go and have a look at his old blog. The article has magically appeared.
No disrespect to Australian creatives, but it is possible to outsource advertising quite successfully. Any process that can be digitized is open to outsourcing. and once it can be outsourced, it can be executed anywhere in the world. I'm based out of India and I've used US & UK firms quite successfully, and also done work for the US through our Indian firms. so you never know - american banks might be outsourcing work to Australian agencies!
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