contact us
ANZ Watch Women Win

ANZ Bank New Zealand (ANZ) wanted to utilise its upcoming sponsorship of the ICC Women’s Cricket World Cup in New Zealand as a platform to highlight issues around gender equity and how the country can encourage more young women to succeed in their walks of life.


ANZ tasked Anthem with developing a strategy that could be led by its CEO Antonia Watson, given her own personal interests in gender equality and her desire to shine a light on Māori and Pasifika women, in particular.

Verbatims from our network and research reinforced what we already knew to be true; there remains a great deal of work to be done in the area of gender equality. The after-effects of Covid-19 had left women even worse off, and this seemed a logical fit with Antonia’s role with the Global Women’s Champions for Change initiative.


We developed a programme of activity Antonia could front to champion women in all walks of life to achieve their goals called ‘Watch Women Win.’


The subsequent ‘Watch Women Win’ campaign was informed by substantial research around motivation and encouragement related to female success. This helped Anthem and ANZ produce a 24-page visually vibrant research report, solidifying Antonia’s position by owning and sharing these valuable insights. This included translating the introduction and executive summary of the report into Te Reo Māori.


Due to lockdown restrictions, Anthem had to pivot at the last minute from an in-person event at ANZ to an engaging virtual webinar with the help of the Trans-Tasman Business Circle (TTBC).


We arranged for Antonia, Raelene Castle (Sport NZ, CEO) and Emma Twigg (Olympic Rower) to host a virtual launch of the report with more than 250 key stakeholders in attendance.


This was the most well-subscribed event the TTBC had run as part of their virtual events programme in 2021. It also helped to shape a revised format for their events based on the depth of perspective and successful engagement achieved by hosting a panel format and bringing in an outside speaker of the calibre of Emma Twigg.


Seven pieces of New Zealand and international media coverage were secured including multiple stories on Radio New Zealand, Eminetra, Stuff, and NZ Herald. 90% of secured media coverage had 100% positive sentiment and brand recognition.


The research report was a catalyst for ANZ NZ’s Corporate Affairs team to drive engagement through internal briefing sessions, utilising internal resources to develop design materials including an eDM and social posts, and a Watch Women Win themed series of video stories involving Antonia interacting with successful young women. It was also picked up by the ANZ Fiji team as part of their sponsorship of women’s rugby in the Islands.


A hard copy of the report was distributed to key ANZ stakeholders including Ministers and Members of Parliament, regulators, media, sporting contacts, sponsorship partners and organisations involved in the equality, diversity, and inclusion space, helping further position Antonia as a leader in supporting other women to achieve success.



Sign up to receive relevant insights and invitations from Anthem