Cash flow matters to business. Business matters to Tyro. In fact, the Australian payments company is Into business big time, in its first campaign by Howatson+Company.
The brand platform, Into business big time, launched for the company with a new brand identity, highlights Tyro’s extreme dedication to supporting Aussie merchants in running and growing their businesses. Into business big time marks a new era in the Tyro business with the payments company transforming its brand from the inside out.
The campaign kicked off with three films, directed by Scoundrel’s Carl Sundemo and will cover TV, BVOD, billboards, audio, digital, YouTube, social and brand activations.
Richard Shaw & Jeremy Hogg, Howatson+Company executive creative directors, commented, “The most exciting thing from the outset of our partnership with Tyro is that they weren’t just looking for an ad campaign. Sure, that was part of the requirement, and we love the tone we’ve created, but we needed a bigger positioning statement to re-align the business around. For us ‘Into business big time’ is an engaging proposition both internally and a real consumer benefit that’ll allow us to do great things.”
Sasha Smith Howatson+Company chief media officer, noted, “We’ve mirrored this obsession throughout the media strategy, which targets specific, business-friendly environments throughout the funnel, truly bringing message and moment together.”
Sera Awad, Tyro head of marketing, stated, “At Tyro we’ve been obsessing over Aussie businesses for the past 21 years. Our goal is to create seamless and innovative payment solutions for our merchants and their customers and to help them manage their cashflow with ease.
“We continuously strive to innovate in the payments space and ensure Aussie businesses are set up for success, and we needed a brand refresh that encapsulates the obsession that Tyro has for these businesses every day.”
Stephanie Brown, Tyro head of brand, said, “Business owners are obsessed with their craft and their customers, and we have that in common. In our new work, we see how Tyro has literally built its business around Australian businesses.”
Credits
Client: Tyro
Head of Marketing: Sera Awad
Head of Brand: Steph Brown
Brand Manager: Justine Duffy
Brand & Communications Executive: Leo Lovric
Senior Campaigns Manager: Isabell Schneider
Digital Marketing Manager: Pramesh Singh
Marketing Campaign Manager: Matt Gregory
Senior Designer: Scott Elliott
Senior Copywriter: Max Kitchen
Designer: Max Khoun Ala
Creative Agency: Howatson+Company
Group Managing Director: Renee Hyde
Group Strategy Director: Clinton Duncan
Executive Creative Directors: Richard Shaw, Jeremy Hogg
Creative Directors: Simon Friedlander, Michael Kleinman
Head of Production: Holly Alexander
Senior Producer: Nat Greaves (Photography)
Head of Craft: Ellena Mills
Senior Designer: George Coltman
Group Business Director: George Robertson
Business Director: Gavin Blomeley
Business Manager: Rachael Baulderstone
Media Strategy + Digital Media Buying: Howatson+Company
Media Buying Offline Channels: Frontier Media
Production Company: Scoundrel
Executive Producer: Adrian Shapiro
Director: Carl Sundemo
Producer: Giordi Caputo
DP: Nico Poulsson
Production Designer: Miha Knific
Stylist: Natasa Lapornik
Service Company: BAS
Post Production: Heckler
Editor: Michael ‘Hooli’ Houlahan
Colourist: Fergus Rotherham
Online: Julian Ford, Drew Downes
Compositor: Troy Darben
IO: Dan Page & Liam McConville
Producer: Jess Walley
Music & Sound: Mosaic Music & Sound
Executive Producer Bill Doig
Head of Creative: Adam Moses
Sound Engineer: Michael Thomas
Photography: Pool Collective
Photographer: Sean Izzard
Executive Producer: Courtney Lewis
Producer: Zoe Izzard
Lead Stylist: Jo Ayling
