Triodos Bank has selected agencies Multitude and Gardeners as its new lead agencies for brand identity and campaigns respectively. With this choice, the bank deliberately opts for partners who work from a position of positive change and place societal impact at the center. Their values and approach align seamlessly with Triodos Bank’s mission and customer promise: making money work for positive change in society.
Earlier this year, Triodos Bank and Gardeners already collaborated successfully on a youth campaign. Sanne van Keulen, Head of Brand & Identity at Triodos Bank: “Gardeners excels at campaigns, strategy, and PR. They connect effortlessly with younger audiences, dare to innovate, and understand what matters to Triodos and our target groups.” Multitude will focus on brand identity and its translation across all (digital) channels. The collaboration with Multitude has existed for some time. Van Keulen: “Multitude is agile, creative, and strong in new technology. Like us, they’re driven to contribute to a better world.”
Triodos Bank believes in co-creation. The changes needed for a healthy, future-proof world require joining forces. That’s why the bank now works with two agencies: Gardeners, which helps develop sharp and provocative campaigns, and Multitude, which breathes new life into our brand identity. “We do all of this in close collaboration with our colleagues, as one team,” says Van Keulen.
Shared motivation
Maira Evers, Managing Director and founder of Gardeners: “We share the motivation to grow the positive and the courage to do things differently. That was immediately clear during our earlier collaboration this year. Being chosen as creative lead agency for the European market afterward is fantastic. I find it admirable that Triodos Bank chooses its partnerships based on shared values.”
Rozemarijn Koopmans, Strategy Director and co-founder of Multitude: “The collaboration with Triodos Bank has grown into a close partnership over the past years. As creative lead agency, we are responsible for brand development and design at the European level. Triodos Bank has asked us to better express what the brand stands for. An assignment that aligns with our shared vision of a more sustainable and just world.”
No traditional pitch Triodos Bank deliberately chose not to issue a traditional pitch when selecting its new agencies. “We believe a pitch isn’t the right moment to truly engage in conversation about a long-term partnership,” explains Van Keulen. “For us, it’s not about a slick sales presentation, but about openness and shared values. Our previous collaboration with both agencies showed there’s a good connection. They understand our brand and bring the innovation we’re looking for, along with a healthy dose of new energy and creativity.”