Sydney independent creative agency, DDI, has fended off four other agencies to win of the Metrics Credit Partners account. Billings are undisclosed.
The challenge posed by Metric’s founding partners was to elevate the brand’s profile and stature to reflect the company’s significant commercial success.
The agency’s first job will be to completely redefine the brand, creating everything from a new logo to a new branding architecture and then the campaign that will relaunch it.
Metrics Credit Partners was founded in 2011 as an offshoot of the GFC and has always pioneered opportunity in investing and borrowing. It has grown to become Australia’s largest non-bank lender with $3billion in funds under management.
Metrics managing partner, Andrew Lockhart, commented, “We were at a juncture in our history where inaction in relation to our brand was simply not an option. The pitch process was about finding the right partner to help take the company forward and realise our growth objectives. We were after an agency who added the right levels of strategic and creative firepower in a bold, dynamic way.”
The scope of work included all of Metric’s listed funds and multiple target segments, so DDI’s solution demanded a top-down and bottom-up approach.
Caroline McLaughlin, DDI’s managing director, noted, “There were a few formative moments during the pitch that immediately set Metrics apart from any other financial services client we’ve ever worked on. At one point the partners actually said, ‘Don’t bore us!’ and that’s become our catchcry. It’s very atypical of the conservative mindset in this category and yet it’s also totally reflective of who Metrics are as a brand – independent and bucking the status quo from the get-go. Being afforded that latitude from the guys who started the business allowed us to create standout work.”
The new Metrics campaign will launch during the first quarter of 2019.
Founder: Bernd Winter
Managing Director: Caroline McLaughlin
Strategic Director (Fusion): Patrick Tully
Associate Creative Director: Sarah Bayley
Copywriter: Annika Johannssen
Client Partner: Mel Arasakamur
Client: Metrics Credit Partners
Managing Partners: Andrew Lockhart, Andrew Tremain, Justin Hynes & Graham McNamara
Head of External Relations: Tansy Harcourt