AUCKLAND, Today: Westpac NZ has unveiled a partnership with Goldilocks, a bespoke agency model built to support the bank’s next phase of brand transformation.
Goldilocks was created specifically to help Westpac accelerate its refreshed brand strategy and deliver more distinctive, connected customer experiences across New Zealand.
Westpac NZ Chief Marketing Officer Sarah Williams says the partnership is designed to help the bank respond to changing expectations and a more competitive market.
“The way New Zealanders think about their money is changing rapidly. Expectations are higher, competition is more intense, and brands are judged not just on what they say, but how consistently they show up,” Mrs Williams says.
“With that in mind, we needed more than a traditional agency partner. We wanted a team that integrates across our business – helping turn our brand into a genuine competitive advantage.
“Goldilocks is something we designed together, which means it was never going to be conventional. At the same time, the model gives us the vital ability to draw on specialist talent across insights and data, earned and owned media, technology, and production without the weight of a traditional structure.
“The way New Zealanders think about their money is changing rapidly. Expectations are higher, competition is more intense, and brands are judged not just on what they say, but how consistently they show up.” – Sarah Williams, Westpac NZ Chief Marketing Officer
“We’ve already been showing up differently for our customers over the last couple of years. Along with Goldilocks we’re looking forward to stepping up that work this year and beyond.”
Dan Wright, Chief Creative Experience Officer of Goldilocks, says the model reflects a broader shift in how brands and agencies are choosing to work together.
“Goldilocks is designed to remove the layers that often slow good work down. Having spent years bridging consulting and creativity, I’ve seen how powerful it can be when strategy, brand and execution are connected end to end.
“By embedding the team alongside Westpac, decisions are faster, investment is clearer, and the work can evolve continuously rather than in campaign cycles,” Mr Wright says.
“What’s powerful about the model is the clarity of purpose. The team has been built around Westpac’s ambition to move the brand forward, bringing together the right capabilities to support that transformation.
“This isn’t an agency servicing a client. It’s a team focused on building brand advantage over the long term.”
The partnership is now fully operational and will support Westpac across its brand, retail and business portfolios, with Williams also thanking previous agency partners Spark Foundry NZ, Digitas NZ and Saatchi & Saatchi NZ for their work over the past three years.
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