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.

[embed]https://vimeo.com/939392331[/embed]

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."

[embed]https://vimeo.com/939395184[/embed]

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

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