‘Double You’: Westpac shows off bigger ad spend for national campaign
Westpac's new campaign basks in "warmth and realness"
Westpac has unveiled a new national advertising campaign and jingle, “Double You”, following a 25% increase in its ad spend in the last financial year.
The campaign, developed by BMF and The Tuesday Club, features real-life siblings to bring the double theme to life and follows the arrival of new chief growth, brand and marketing officer Michelle Klein last year.
Aiming to set an “optimistic tone grounded in warmth, realness and a meaningful promise” amid ongoing cost-of-living pressures, the campaign is supported by Westpac’s jump in advertising investment, which reached $220 million in the last financial year.
The campaign will run across television, digital, outdoor, and social channels from 1 February 2026 and will be optimised around “stories of everyday progress and the small wins”, the bank said in a statement.
“Australians are stretched. They’re busy, burdened and often stuck in a loop of financial admin. What they want from their bank is practical support that lightens the load and helps them get things done,” Klein said in a press release statement.
Westpac CMO Michelle Klein hopes the new campaign will “lift people’s outlook with a touch of levity”
“Our new ‘Double You’ song was created to lift people’s outlook with a touch of levity, while grounding the work in the warmth and realness Australians expect from Westpac. It brings a meaningful promise to life, that even when things feel heavy, a little support can help turn effort into progress.”
The campaign’s media was handled by Spark Foundry, with creative and production support from The Tuesday Club, Scoundrel, Fathom, Massive Music, Painted Apple Moth and Assembly.
The launch follows a major reshuffle in Westpac’s leadership and marketing ranks after Anthony Miller became CEO in December 2024.
Michelle Klein joined as chief growth and marketing officer in 2025 from IAG, replacing Annabel Fribence, who departed in January amid a broader overhaul of the bank’s brand and strategy.
In September last year, the bank also appointed former Telstra creative head Anna Jackson as head of brand, content and creative.
Carolyn McCann, the recently promoted CEO of Westpac’s consumer division, took to Linkedin to praise Klein and Jackson for their work on “Double You”, noting how it builds on the bank’s long-running tagline, “It takes a little Westpac.”
Credits
Creative: The Tuesday Club
Creative Agency: BMF
Media Agency: Spark
Production Company: Scoundrel
Director: Michal Spiccia
Casting: Mullinars
Offline Edit: Arc
Online / VFX: Fathom VFX
Sound Design: Massive Music
Music Composition: Painted Apple Moth
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“Australians are stretched. They’re busy, burdened and often stuck in a loop of financial admin. What they want from their bank is practical support that lightens the load and helps them get things done,” Klein said in a press release statement.
Very well put: as a decades long Westpac ‘customer’, I use the term loosely these days, this is precisely why it’s an absolute disgrace that our ever rising fees are misspent on this needless ‘PR and profiling branding exercise’. It’s common knowledge that the impediments and costs to change to another financial institution is prohibitive, deliberately, and complicity with AFCA – funded by banks and insurance companies – is overtly false PR ‘fox tending the henhouse’ style. Utterly disgraceful reflection of so-called top percentile or top-end-of-town self-serving gouging. Yes I’m sure it’s evident I and many/most others are most, more than ever, angry.
OOH feels a bit wanna be Telstra.
I like that the big red “W” in front of every branch has meaning now.
A “meaningful promise” that “a little support can help turn effort into progress”. It took only hours for Westpac to pass the RBA 25 basis-point rate rise in full for their mortgage customers but not pass the same on for their savings customers.
Note to the Westpac marketing team, if you pitch something as a “meaningful promise”, maybe don’t break it in less than a day by passing on a rate rise that was expected by your own Economics team.
A bit difficult to take this seriously as anything other than another campaign in a litany of campaigns that did not stick.