Westpac appoints BMF as creative agency partner, ending 13-years with DDB

Westpac has named BMF as its strategic brand and creative agency, ending a 13-year partnership with DDB as the bank looks to refresh its marketing approach.

The appointment signals a shift for Westpac as it seeks to evolve its brand positioning and customer engagement strategy in an increasingly competitive, and often unforgiving, financial services landscape.

Recent Nielsen data shows the finance industry has increased ad spending by 9% year-on-year, with Commonwealth Bank leading the charge, followed by ANZ and Westpac. While the big four invested heavily in brand marketing, corporate sponsorships, superannuation products, home loans, debit, credit and personal banking services were among the areas of focus.

Carolyn McCann, Westpac group executive, customer and corporate services, said BMF was chosen for its strategic thinking and creative expertise, which align with the bank’s long-term vision.

“We are thrilled to welcome BMF to the Westpac family. Their innovative approach and proven track record in delivering impactful campaigns for clients aligns perfectly with our vision for the future,” McCann said. 

“We look forward to collaborating with BMF to elevate our brand and engage with our customers in new and exciting ways.”

BMF, known for its work with ALDI, Tourism Tasmania and Endeavour Group’s BWS, now takes on one of the country’s most iconic financial services brands.

BMF CEO Stephen McArdle said the agency was excited to bring its strategic and creative expertise to one of Australia’s most iconic brands.

“We can’t wait to work in partnership with the Westpac team to realise their ambitions around customer engagement and growth,” McArdle said.

A competitive shift

Westpac’s decision comes amid increasing competition between Australia’s big four banks, each vying for customer trust and loyalty in a market shaped by digital transformation, fintech disruption and shifting consumer expectations.

In recent years, banks have placed greater emphasis on personalised customer experiences, digital-first branding and purpose-driven marketing, moving beyond traditional banking campaigns. 

Commonwealth Bank’s 'Can Lives Here' campaign, ANZ’s ‘We Do How’ positioning and NAB’s push into digital storytelling show how financial brands are rethinking their creative strategies.

Westpac has historically taken an emotion-driven storytelling approach, with past campaigns such as ‘Help’ series. 

Ending a 13-Year partnership with DDB

Westpac also acknowledged the longstanding contribution of DDB, which has led the bank’s creative for over a decade.

“We would also like to extend our heartfelt thanks to DDB for their 13 years of partnership and invaluable contribution to our brand,” McCann said.

DDB was behind several high-profile Westpac campaigns, including the ‘Help’ platform launched in 2017, which positioned the bank as a trusted partner through major life moments.

The agency also played a role in crisis communications and financial literacy initiatives during the pandemic and bushfire relief efforts.