Canadian Imperial Bank of Commerce, known as CIBC, has chosen two agencies of record, Courage and Oliver, to support the bank’s marketing and advertising initiatives.
The multinational financial institution chose the two-agency model for its efforts after an extensive evaluation of top global agencies that apparently included Toronto’s Broken Heart Love Affair, Gut and Leo Burnett, according to sources. The pitch was run by Listen More.
Courage will serve as the origination agency for big picture creative thinking, while Oliver will be the implementation agency for high-quality production for CIBC’s marketing and advertising efforts.
“Over the past year, our focus has been on modernizing how we bring the CIBC brand and our purpose to life,” said Tammy Sadinsky, senior vice president, brand and marketing, CIBC in a statement. “As we begin this new chapter for our brand, we are excited to partner with Courage and Oliver, two globally recognized agencies who share our strategic and creative vision and will help take our brand to the next level with execution excellence.”
Courage, which was founded earlier this year by former partners at Canadian agency Rethink and backed by No Fixed Address, will lead the bank’s creative strategy and help accelerate CIBC’s brand purpose.
“We started this agency to help people and brands find their courage. The way CIBC has embraced this notion from our very first conversation, we couldn’t be more excited for this opportunity to do work that breaks conventions,” said Dhaval Bhatt, co-founder and CCO at Courage in a statement.
Oliver, owned by BrandTech Group and known for its in-housing prowess, will utilize its production capabilities as CIBC’s implementation agency.
“We are extremely excited to be starting our partnership journey with CIBC,” said David Carey, managing director at Oliver in a statement. “Not only are they a leader in the financial services industry they also share our vision and purpose of superior customer service and the constant modernization of an industry.”
CIBC previously worked with Juniper Park\TBWA on creative and still works with Mediacom as its media agency.