ASB helps small businesses to “Borrow an All Black” in new campaign via WiTH Collective New Zealand.

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ASB has come out strong in its support for New Zealand business, launching the ASB Business Hub and donating one of its biggest sponsorships to SMEs across the country. 

Over the last few months, ASB has worked closely with its customers, supporting them through the challenges of COVID-19. 

Feedback from these customers as well as research by the bank led to the idea behind ASB Business Hub – an online resource launched last month, dedicated to providing advice and tools for SMEs.

As part of its support for Kiwi business, ASB is also lending its New Zealand Rugby (NZR) sponsorship to 100 businesses, who will all receive a tailored advertising and media package featuring some of the world’s best rugby players from the All Blacks, Māori All Blacks and Black Ferns teams.

The new campaign, via WiTH Collective New Zealand, uses the largest contingent of New Zealand rugby players ever seen in a campaign. Businesses can sign up at for the chance to use the power of the black jersey, with representatives from all three teams, to front an ad for their business.  

ASB General Manager Brand and Marketing, Shane Evans said:

“Over the last few months we have been working closely with businesses across the country and listening to what they need, which was where this idea began. SMEs make up about 97% of all New Zealand businesses and we know they are doing it particularly tough at the moment. We want to do everything we can to help them through this. 

The launch of our Business Hub was just the start. We’re excited to be using our partnership with NZR to highlight some of the amazing businesses around the country, and provide some support through advertising and media for them.

SMEs are the backbone of New Zealand’s economy, providing about 600,000 jobs and contributing around 26% of New Zealand’s GDP, but more than that, they are Mums and Dads, families and entrepreneurs and we’re looking forward to getting behind them with the help of our national rugby teams.”

General Manager of WiTH Collective Linked by Isobar, John Marshall said: 

“Off the back of COVID, like many of New Zealanders, SMEs are doing it tough at the moment. They are the heart and soul of our communities. They are not just one man bands or local dairies, there are many types and sizes of businesses across the country and we wanted to do something tangible to help those hit hardest. The campaign shows the All Blacks, Māori All Blacks and Black Ferns in a whole new light and all of the players really rolled up their sleeves for this one, you will have never seen them so candid”.

Creative Directors of WiTH Collective Linked by Isobar Jack Delmonte & Hadleigh Sinclair said:

“It's an incredibly tough time to be a small business owner, so we're really proud to work with the awesome team at ASB to bring something different to the table. Working with the All Blacks, Māori All Blacks, Black Ferns and the talented Jordan Rivers has been a labour of love and laughs. We’re stoked to showcase an idea that we feel is memorable and special, and will make a real difference for kiwis. We're excited about this initiative and all the practical and helpful tools planned for the business hub. Plenty more to come. Go the Blues.”

The teaser comms went live July 1 and the full campaign goes live Monday 6 July. Small businesses can sign up to win their chance to have a NZRU player to support their business for the month of July and ASB will be rolling out 100 small business ads in August.  



Shane Evans – Practice Lead, Brand & Marketing
Sumi King – Chapter Lead, Brand
Emma Barker – Chapter Lead, Business Marketing
Bianca Osborne – Brand Lead
Jono Rea – Sponsorship Manager
Sharon Moffatt – Marketing Services Lead 
Crystal Kaiwai – Marketing Manager – Business Banking 
Madeline Biddulph-Wall – Associate Marketing Manager – Business Marketing 
Liam Golds – Social Media Specialist 
Holly Ryan – Communications Adviser
Marise Hurley – Senior Media Relations Manager

WiTH Collective

John Marshall – General Manager
Claire Beatson – Head of Strategy
Jack Delmonte – Creative Director/Art Director
Hadleigh Sinclair – Creative Director/Copywriter
Matt Woods - Senior Copywriter
Chelsea Sietses - Senior Art Director
Kate Syms – Senior Account Manager 
Chris Marshall – Account Service 
Tim Costar – Senior Content Producer
Steve Nute – Design Lead
Carl Dixon – Senior Designer

Shevonee Muthiah – Junior Designer


Jono Sorensen – Agency Director 
Hugo Winter – Client Partner
Amy Greene – Strategy Director
Tasmin Bradley – Planning Manager
Andrew Bittle – Investment Manager
Meg Thomason – Investment Executive


Matt Van Tiel – Delivery Director
Isla Amin – Copywriter
Tristan Holman – UX Designer 
Marti Panes Julia – Designer
Mike Bray – CTO 
Andre Mikheev – Developer 

Search Republic
Karl Rooney – Head of Paid Media
Isreal Hartley – SEO Director
Larysa Sydorczak – Performance Marketer
Megan Hiew – Digital Content Marketer

Acquire Custom Programmatic

Anthony Ord – GM of Client Services
Kurt Lowry – Digital Business Director
Ashwin Sundaram – Head of Operations
Olivia Graham – Programmatic Media Buyer

Production: Triple Double

Andy Morton – Director 
Peter Clews – Producer 


Joanna James – Executive Director  
Diandra Cave – Account Manager

WiTH Collective

WiTH Collective is a full-service agency built for the digital economy.
WiTH Collective was founded based on the need for a change. A change that recognised that facts trump assumptions and creativity should happen everywhere in the process with everyone.

We believe in working together to marry customer insights with a clear business problem. Because that opens up the best opportunities to come up with innovative ideas.
We live it by fusing data with creativity and managing a rapid, inclusive process. By capitalising on a holistic view to uncover the opportunities for creativity to give our client’s business an unfair advantage – pleasing customers in ways they couldn’t imagine.