Big four bank Westpac and BMF have ended their relationship just a year after the agency was appointed creative agency of record.
Both Westpac and BMF have separately claimed that they made the decision to part ways.
The decision was due to Westpac moving to a project basis model.
“We’re proud of what we’ve achieved with Westpac, including the launch of its new brand platform ‘It Takes a Little Westpac’ and are grateful for the opportunity and partnership," a BMF spokesperson told AdNews.
“Recently, and in response to Westpac moving to a project basis model, we have been re-focusing our talent and business where we can deliver the greatest impact, leveraging our world-class, ambitious creativity and effectiveness.
"Given new client wins and a strong pipeline, we’ve now made the decision to move on.
“We wish the Westpac team every success moving forward.”
After being appointed creative agency in February 2025, BMF's brand platform for Westpac, 'It takes a little Westpac', was launched in August last year.
IAG's Michelle Klein joined Westpac as chief growth and marketing officer in June 2025.
"As part of a regular review of our agency roster and ways of working, we’ve made the decision not to continue our partnership with BMF," a Westpac spokesperson told AdNews.
"We thank BMF for their partnership over the past year. They’ve delivered significant pieces of work, including launching our new ‘It takes a little Westpac’ brand platform and helping deliver our recent ‘Double You’ brand campaign, both of which have played an important role in the evolution of our brand.
"We wish them all the best for the future."
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.