Westpac launches ‘It takes a little Westpac’ to position bank as quiet enabler of progress

Westpac has unveiled a new brand platform, ‘It takes a little Westpac,’ positioning the bank as a behind-the-scenes driver of customer momentum.

The campaign draws on research commissioned by Westpac showing eight in ten Australians (80%) believe good banks should take actions behind the scenes to keep them moving forward.

Half of respondents said they make financial decisions in the moment, while 67% feel competing life priorities stop them from achieving their financial goals. A third (32%) said not knowing where to start hinders them, and 23% cited busy schedules and competing responsibilities as barriers.

Westpac acting chief executive, consumer, Carolyn McCann said customers want their bank to fit seamlessly into daily life, offering practical support without fanfare.

“Our customers don’t want us to be the hero of the story. They want us to take the actions – little or big – that get their finances sorted and then move out of their way,” McCann said. “‘It takes a little Westpac’ reflects how we want to show up for our customers – a bank that supports momentum in practical, everyday ways, turning intent into action through useful tools, personalised support and consistent follow-through.”

The platform launches with a product campaign focused on home lending and digital savings features, rolling out nationally across TV, digital and outdoor, with real stories of Australians achieving their goals.

A broader above-the-line brand campaign, led by BMF, will follow. BMF chief strategy officer Christina Aventi said the concept reflects the reality that progress is often shaped by small, everyday decisions.

“Life today is full, fast and often unpredictable, and even the most capable people need support to keep moving,” Aventi said. “‘It takes a little Westpac’ gives Westpac a way to show up in those moments: relevant, useful, and in sync with how people actually live.”

Spark Foundry was responsible for media, while CX Lavender oversaw performance creative. The research surveyed 1,045 Australians aged 18 and over.