ASB appoints indie agency True as new brand partner to relaunch 'One Step Ahead' brand line

Screen Shot 2017-09-04 at 11.09.18 am.jpgAuckland indie agency True has today confirmed that it has been appointed as ASB's new brand agency and has begun developing a new brand campaign to relaunch the bank's brand line, One Step Ahead.

ASB general manager marketing Shane Evans says True was the natural partner for the bank as the agency has a proven track record of engaging New Zealanders through emotional story telling.
Says Evans: "True's impressive body of work shows they understand and connect with New Zealanders. This is an important new partnership for ASB as we continue to evolve our marketing model and we are excited to start working together."

True's managing director, Steve Kane, says the agency is delighted at being selected to partner with such an innovative category leader: "We're dead excited at the prospect of working with Shane and the team at ASB, the brand has such fantastic pedigree and we're looking forward to breathing new life into the One Step Ahead platform.

"We're very fortunate to work with so many ambitious and iconic Kiwi brands and we can't wait to get alongside WiTH Collective and Carat to help ASB to become the most loved bank brand in New Zealand."

The appointment is effective immediately.


Re said:

So they've retreated to the tagline from 7 years ago, and now want to engage NZers with emotional storytelling which they've neglected to do for years. A great opportunity for this brand, and surely time to get it right. Or what? Switch agencies again?

Goldstein said:

Call my agent, I do manifesto videos now.

Actually, this is a call out to all the other NZ and AUS agencies also, you never know who will have the account next week.

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