ANZ has reappointed PHD as its media planning and buying partner in Australia after a full competitive review, the bank confirmed on 2 October 2026. The decision keeps a 15-year client-agency relationship intact and gives PHD a fresh mandate to support ANZ’s brand and customer growth goals.
This was not a quiet renewal. ANZ ran a multi-stage request for proposal that assessed agency capabilities, commercial outcomes, technology and AI maturity, and a forward-looking media vision. The process included governance, cross-functional stakeholder input and independent media pricing validation.
What ANZ was really testing
The review was linked to ANZ’s 2030 strategy and the changing media landscape. The scorecard moved well beyond buying power:
- Strategic leadership and media effectiveness
- Commercial performance and value
- Data and measurement capability
- Technology and AI maturity
- Operational excellence and future vision
ANZ Chief Marketing Officer Sian Chadwick said the process was intentionally comprehensive. “PHD emerged as the clear standout across all aspects of the review,” she said, pointing to the strategic thinking and future-focused approach the bank was looking for.
Why PHD held the account
PHD has been ANZ’s media agency for the past 15 years, but the agency did not defend the business on history alone. It had to demonstrate current value and a clear roadmap for the next phase of media transformation.
Laura Nice, CEO of PHD Australia, part of Omnicom Oceania, said earning the right to keep growing with a client after 15 years was something the team was incredibly proud of. The bar, she noted, was exceptionally high.
That framing matters. In a pitch, incumbency can quickly become an anchor. The agency that leads with “we know your business” often loses to the challenger that leads with “here is where the market is going.” PHD appears to have done both: it protected the relationship with proof of today’s performance and repositioned itself for tomorrow’s growth.
What this means for your next review
For marketing leaders, the ANZ process is a useful template. AI maturity is no longer a fluffy add-on; it is a formal evaluation pillar. Independent pricing validation also keeps the commercial conversation credible.
For agencies, the lesson is sharper: treat an incumbent review as a challenger pitch. Show current outcomes, but spend most of the story on future opportunity, technology capability and measurable business impact.
Source: Campaign Brief
