Auckland, New Zealand – Westpac New Zealand has announced a partnership with Goldilocks, a newly created agency model designed to support the bank’s next phase of brand transformation.
The Goldilocks model was developed specifically to help Westpac accelerate a refreshed brand strategy and deliver more connected customer experiences across New Zealand. The partnership is now fully operational and will support the bank across its brand, retail, and business portfolios.
According to Westpac NZ chief marketing officer Sarah Williams, the move reflects evolving customer expectations and a more competitive landscape.
“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.
“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, said the model reflects broader changes in how brands and agencies collaborate.
“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.”
Williams also acknowledged the contributions of previous agency partners, including Spark Foundry NZ, Digitas NZ, and Saatchi & Saatchi NZ, noting their role in delivering results for the business over the past three years.
