Westpac New Zealand gets ‘Closer’ to businesses in new brand platform via Saatchi & Saatchi NZ, Spark Foundry NZ and Digitas NZ

Westpac New Zealand has launched ‘Closer’, a new communications platform unveiled today in a campaign by Saatchi & Saatchi NZ, Spark Foundry NZ, and Digitas NZ. Built around connection, ‘Closer’ reflects Westpac’s commitment to deeper connections that recognise the people, purpose, and ambition behind every business.

The launch of ‘Closer’ is built around the feelings of Maria, a business owner going through all the emotional ups and downs of owning one. In the launch film, we see her celebrating the approval of a loan with her business partner, Frank. Across social and OOH, we see her navigate a range of emotions, through quiet patches and busy days to hard-earned wins.

The platform is built on the understanding that business owners, regardless of their goal, must always be making moves. Whether seeking growth opportunities, adapting to external pressures like AI advancements, economic fluctuations, or legislative changes, these decisions are driven by the people behind the businesses.

Sarah Williams, CMO, Westpac New Zealand, says, “In a category that talks a lot about backing businesses, Westpac wanted to show that we are committed to backing the human behind the business. Our Westpac business team have a strong combination of expertise, tailored solutions, and trusted support – we’re here to help businesses get closer to what matters most.”

Lee Sunter, Executive Creative Director, Saatchi & Saatchi New Zealand, says, “We’re all used to seeing ideal versions of business. Refreshingly, our partners at Westpac were as keen as us to lean into the emotional side of running a business, the human side. All brought to life beautifully by our director, Dani Pearce of Good Oil Films and photographer Al Guthrie.”

Spark Foundry NZ led media strategy and planning across TV, radio, outdoor, digital video, display and social, spotlighting the film’s protagonist in moments of business challenge and triumph. Each scene shows how Westpac’s support drives real impact, powered by a strategic mix of traditional, digital and OOH channels and advanced audience targeting.

Digitas NZ ran CX workshops with Westpac stakeholders to emulate the relationship-managed experience. They redesigned the information architecture and SME homepage and rolled out targeted eDM lifecycle micro-journeys to connect businesses more directly with the advice, tools, and support they need. The campaign was launched for customers through a reimagined eDM newsletter with conditional-limit offers for fast-track lending.

This is just the beginning for the ‘Closer’ platform, with a series of partnerships, content series and projects underway, reflecting Westpac’s ambition to build deeper connections with business owners.

Westpac
CMO: Sarah Williams
Head of Propositions and Campaigns: Lou Golding
Head of Brand: Nileema Allerston
Senior Marketing Manager: Michelle Lumsden
Marketing Specialist: Gen Pilmore

Saatchi&Saatchi NZ
CEO: Mark Cochrane
Chief Creative Officer: Steve Cochran
Executive Creative Director: Lee Sunter
Senior Art Director: Tim Yates
Senior Copywriter: Ryan Price
Senior Creative: Adam Thompson
General Manager: Annabel Rees
Group Business Director: Aaron Hodgson
Business Manager: Jeannie Grace
Executive Strategy Director: Tim Cullinane
Design Director: Shiv Narandas
Designer: Talia Schofield
Retoucher: Nick Browne
Executive Producer: Jane Mill
Producer: Lissandra Leite
Head of Post Production: Tracy Powell

Good Oil
Director: Dani Pearce
Producer: Mark Foster

Spark Foundry NZ
Client Partner: Emily Swan
Business Director: Liam Dunne
Media Planner: Tyra Goldstraw
Account Executive: Rhiaan Watene
Performance Media Manager: Darren Davey

Digitas NZ
Nick Peat: General Manager
Meredyth Dale-Gandar: Head of Strategy
Eliza Ferguson: Principal Strategist
Chris Brunner: Head of Content & Creative
Simon McKechnie: Account Director