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    Howatson+Co launches first work for Tyro

    Australian payments company Tyro has unveiled a refreshed brand identity along with a brand campaign launched via Howatson+Company: Into business big time.

    The work is the agency‘s first for Tyro since being appointed its creative and digital media agency of record in late 2023.

    Launching with three films, directed by Scoundrel’s Carl Sundem, the campaign plays on how industry-obsessed Tyro is about its customers, and the bespoke solutions it offers to support Aussie merchants in running and growing their businesses.

     

    The campaign will run across TV, BVOD, billboards, audio, digital, YouTube, social and brand activations.

    Tyro’s head of marketing, Sera Awad, said that at Tyro,  “we’ve been obsessing over Aussie businesses for the past 21 years.

    “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’s head of brand, added that in the new work, “we see how Tyro has literally built its business around Australian businesses. We couldn’t be more thrilled to have partnered with Howatson+Company and Frontier Media to bring it to life.”

    Richard Shaw and Jeremy Hogg, Howatson+Company’s executive creative directors, said that “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.”

    Howatson+Company’s chief media officer, Sasha Smith, added that “we’ve mirrored this obsession throughout the media strategy, which targets specific, business-friendly environments throughout the funnel, truly bringing message and moment together.”

    Last last month, Kenny Hill sold his Melbourne-based creative agency Akkomplice to the three-year-old indie founded by Chris Howatson, 10 years after Hill left his post as managing director at M&C Saatchi Melbourne to launch the agency.

    See also: Howatson+Co acquires Akkomplice: ‘It was a natural fit’

    Credits:

    Client: Tyro
    Head of Marketing: Sera Awad
    Head of Brand: Steph Brown
    Brand Manager: Justine Duffy
    Brand and 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: 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
    Chief Media Officer: Sasha Smith
    Head of Media: Daniel Dall’Acqua
    Digital Director Search: Anthony Damiano
    Digital Director: Bill Luu
    Digital Managers: Shannen Ciar, Jeffy Thomas

    Media buying offline channels: Frontier Media
    Managing Director: Daniel O’Brien
    Head of Client Service: Nichola Kiely
    Senior Account Manager: Alex Kottas

    Post House: 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 House: Mosaic Music & Sound
    EP: 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

    The post Howatson+Co launches first work for Tyro appeared first on Mediaweek.

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