BMF is no longer the creative and brand agency for Westpac, just over one after being appointed. The agency took over from DDB (now absorbed into Clemenger BBDO) in February 2025. Both Westpac and BMF have claimed separately that they made the decision to part ways.
BMF has issued a statement stating it stepped away from the account around six weeks after the its retainer ended: “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.
“Recently, and in response to Westpac moving to a project-based 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.”
It takes a little Westpac was launched in August last year. More recently, BMF and Westpac unveiled its first campaign, Double You, with The Tuesday Club, under the new leadership of Michelle Klein, who joined Westpac as chief growth and marketing officer in June 2025 alongside The Tuesday Club.
Westpac’s “project-based model” has been working with Droga5 ANZ. Klein previously worked with Droga5 ANZ during her time at IAG prior to joining the bank.
Westpac Double You:
It Takes a Little Westpac:
