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Westpac “Advertiser of the Year” at EFFIES


Westpac New Zealand “Advertiser of the Year” at EFFIES

Westpac New Zealand has won gold, as Advertiser of the Year at the prestigious advertising effectiveness awards, the EFFIES.

The EFFIE was awarded for the bank’s advertising centred on the proposition that “It’s not the money, it’s what you do with it that counts” – praised for heralding “a whole new way forward for the bank”.

Westpac Head of brand and Marketing Suzie Marsden said the result was a fantastic achievement and worthy recognition for everyone involved.

“The execution captured the spirit of Westpac and our focus on delivering solutions that meet the needs of our diverse base of customers,” Suzie Marsden said.

The success of the advertising has provided a great platform for the Westpac business and brand to build from, according to Ian Sutcliffe, General Manager of Marketing and Brand Experience.

“In a very competitive environment Westpac New Zealand has strengthened its brand through smart advertising, as well as its commitment to the community and sponsorships, and it is pleasing that this is being recognised through our customers’ positive response”

In announcing the winner, the Communication Agencies Association (CAANZ) said: “A simple, yet clear, insight into human nature has delivered huge benefits for Westpac New Zealand Ltd’s brand and business. By recognising that the make up of its customer base was changing and that traditional bank communication was out of sync with customers’ way of thinking, Westpac has turned its brand and performance around.”

“This was creatively expressed in a series of quirky television commercials which resonated with its audience. Brand messages were underpinned by showcasing supporting products.

“The campaign’s success was clearly demonstrated by immediate and sustained improvement in key brand health measures.

“The campaign has achieved a stunning return on investment and achievements in both online savings and “starting out” accounts were also hugely successful.”

CAANZ concluded by saying: “Fantastic results for a very deserving “Advertiser of the Year”.

EFFIE BACKGROUND
Introduced by the New York American Marketing Association in 1968, EFFIE is recognised by advertisers and agencies as the pre-eminent award in the advertising industry. It is the only award that honours creative achievement in meeting and exceeding advertising objectives.

EFFIE winners combine all the disciplines of successful marketing program: planning, market research, media, creative and account management and demonstrate a partnership between agency and client in the creation, management and building of a brand.

From Europe to New Zealand, EFFIE programs are now held in 25 countries on five continents.

CAANZ holds the New Zealand EFFIE license. CAANZ partners in the EFFIE Awards are ANZA and Television New Zealand.


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