Westpac NZ and Goldilocks announce new agency partnership

Westpac NZ has unveiled a partnership with Goldilocks, a purpose-built agency designed to support the bank’s brand transformation.

Goldilocks was created especially to help Westpac accelerate a refreshed brand strategy and deliver more distinctive, connected experiences for customers across New Zealand.

Westpac NZ chief marketing officer Sarah Williams says she’s excited about the partnership and what it will mean for the business and customers. 

For the last three years, the bank partnered with Publicis Groupe agencies Spark Foundry NZ, Digitas NZ and Saatchi & Saatchi NZ. Goldilocks is a new agency created by Omnicom Oceania, where Westpac NZ will be its only client.

A team that integrates across the business

“The way New Zealanders think about their money is changing rapidly,” says Williams. “Expectations are higher, competition is more intense and brands are judged not just on what they say, but how consistently they show up.

“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,” she adds.

“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.

“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.”

Built around purpose and ambition

Dan Wright, chief creative experience officer of Goldilocks, says the model reflects a broader shift in how modern brands and agencies 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.

“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,” says Wright.

The new partnership is now fully operational and will support Westpac across brand, retail and business portfolios.