Westpac launches new brand platform in first work from BMF

August 11, 2025 10:22

Westpac and BMF’s creative partnership has kicked off with a bang, with a new brand platform launching this week.

The agency won the account earlier this year, after a review process in late 2024. The win was significant, as it ended a 13-year relationship between Westpac and incumbent agency DDB Sydney. The Westpac account was serviced by one of the largest teams in the agency, led by managing partner Vanessa Boueyres, who departed in February.

The new brand platform by BMF, “It Takes A Little Westpac”, acts as the foundation of Westpac’s future brand direction. It will be followed by a broader national above-the-line campaign.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

Topics

BMF brand platform Campaign Carolyn McCann Christina Aventi It Takes A Little Westpac Westpac

1 COMMENTS

Meanwhile 11 Aug 25

People are like, what is Westpac. They have lost their way as a business. Expect numbers to follow, and the punishment taken out on the marketing team again with a new one stood up to solve the challenges that haven’t changed in 5+ years.

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