Author: Sarah Murphy – Campaign Initiative Manager, ANZ Bank

Marketing has never been more complex.

Teams are under pressure to move faster, solve more problems internally, and deliver stronger results – all while navigating fragmented channels, evolving technologies, and rising consumer expectations. Yet many brands respond by narrowing who they collaborate with – treating agencies as executional suppliers, rather than strategic partners.

As someone who has worked on both sides of the fence (in creative agencies and more recently on the client side, in marketing), I’ve seen how this narrow approach can constrain the creativity brands are trying to unlock.

The most effective marketing today isn’t built behind closed doors. It emerges through deliberate collaboration externally and internally – bringing together diverse expertise across data, technology and creativity to solve real business problems, not just produce campaign assets.

Many brands believe they already ‘collaborate,’ but much of what happens in reality is coordination, not co‑creation. True collaboration requires marketers to bring partners into the thinking early, before the work is finalised. It means sharing the problem, embracing challenge, and creating a positive environment for diverse expertise to continually shape and enhance the work, not simply execute it.

Creativity is often a messy process – an uncomfortable space where ideas are challenged, assumptions are tested and the path forward isn’t always linear. But working through that complexity methodically with a diverse group of experts is what turns good work into something great.

When ANZ revived its iconic Falcon brand, the decision wasn’t driven by nostalgia. It was anchored in a clear strategic intent: to make financial security feel personal at a time when trust and safety were front of mind for Australians. The Falcon was reimagined as a modern symbol of protection – a familiar brand asset with renewed relevance in a shifting competitive landscape.

That clarity of purpose set the stage for collaboration. Rather than briefing agencies to simply execute an idea, ANZ asked partners to help solve a strategic problem: how can the Falcon feel unmistakably relevant in people’s lives today? Deep collaboration was not a by-product of the work; it was fundamental to its success.

ANZ partnered with PHD, Special Australia, Thrive PR, Keep Left, oOh!, POLY, Alt.vfx, T&DA, and others to bring the idea to life. This wasn’t a linear handover of tasks. Agencies worked collaboratively, integrating across channels, formats and technologies to create a seamless, multi-channel experience. The campaign included a 3D Falcon soaring above Melbourne’s Bourke Street Mall, sparking a nationwide 3D out-of-home takeover across more than 4,000 digital screens (an Australian first); an interactive AI Falcon Lens experience that enabled audiences to create personalised Falcons and see them displayed on out-of-home screens; and contextual creative aligned to ANZ’s Australian Open partnership, amplifying relevance during a major cultural moment.

The campaign didn’t just relaunch a brand asset – it demonstrated what’s possible when curiosity, creativity and collaboration are harnessed from the very beginning. While a strong creative idea sat at the heart of the work, it was the depth of collaboration that unlocked its full potential, allowing the idea to cut through and resonate in meaningful ways. Partnering with agencies delivered tangible advantages including: specialist expertise and creative firepower that elevated both concept and execution; data-driven insight that translated complex research into actionable strategies; access to emerging platforms and networks that expanded reach and impact; and the agility to test, learn and optimise in real time.

Successful collaboration requires intent, structure and leadership. Best practice includes aligning on objectives and KPIs early, involving agencies in strategy not just execution, maintaining open and constructive communication, treating agencies as partners rather than suppliers, and using performance data as a shared learning tool rather than a scorecard. It also requires a mindset shift: treating agencies as partners doesn’t mean relinquishing control – it means recognising that creativity thrives when expertise is trusted, challenged and activated early.

In a complex marketing environment, collaboration has become a genuine competitive advantage. The ANZ Falcon® relaunch shows that even long-standing brand assets can deliver bold, innovative outcomes when brands work closely with the right partners, in the right way. Creativity remains the differentiator – and speed ensures ideas resonate in a rapidly evolving landscape.

The real question for marketers isn’t whether we collaborate with agencies, but whether we’re collaborating boldly enough to unlock creativity and move at the pace consumers expect.