Case History Database

The Commonwealth Bank launched their Debit MasterCard in October 2008 — a mature, parity product competitors had been offering for years. Aimed at a savvy (and skeptical) audience of 18-39 year-olds, we knew we had to offer something new. Something beyond what a financial services brand would normally do. Something that was “Determined to be different”. What do music and finance have in common? On face value, nothing. But a deal with Sony Music was the partnership that would provide the key to this audience and create a campaign that smashed business objectives and drove renewed relevance for the brand.

	Creative Director, Partner		Steve Simpson
	Creative Director		Mike Mazza
	Creative Director		Mark Dunn
	Director of Brand Strategy, Associate Partner		John Thorpe
	Deputy Director of Brand Strategy		Rebecca Stambanis
	Vice Chairman, Partner		Harold Sogard
	Group Account Director		Grace Kao
	Management Supervisor		Will Egan
	Managing Director		Dan Johns		IKON Communications
	ClientServices Director		Pat Crowley		IKON Communications
	Chief Marketing Officer		Mark Buckman		Commonwealth Bank
	General Manager Consumer Marketing		Mark Murray		Commonwealth Bank
	Head of Brand and Broadcast		Tessa Price		Commonwealth Bank
	Executive Manager Integrated Brand Communications		Tamisine Heath		Commonwealth Bank
	Marketing Solutions Manager		Harry Lowes		Commonwealth Bank
	Executive Marketing Manager		Kate Bremner		Commonwealth Bank
	Marketing Manager		John Diaz		Commonwealth Bank