Page 35 - AdNews magazine Jul-Aug 2021
P. 35

  www.adnews.com.au | July/August2021 35
      WORDS BY
 CHRIS PASH
                 Feature
 Publicis and the connected agencies
The walls between media and creative agencies in the same group are coming down. We asked Publicis Groupe and clients about trust, transparency and honesty.
Jenny Melhuish, head of brand, advertising and media, Westpac Group, has a long list of what contributes to the strength of a relationship with agencies.
“For us, it comes down to trust, transparency and honesty,” she says. “You have to be aligned and share the same values, passion for the brand and what is going to drive results. And that’s results for both of us as a client, and for our partners.”
Publicis Groupe’s Spark Foundry and Performics Mercerbell won Westpac’s media account in November 2020. Omnicom’s DDB does cre- ative work for Westpac, but Saatchi & Saatchi has worked with Westpac brands for several years including St George (since 2013), BankSA, Bank of Melbourne (2015), and RAMS (2019).
The Australian arm of the Paris-based global advertising company has been smashing the local pitch league recently, including winning the Toyota media account, said to be worth up to $70 million.
At Westpac, Melhuish says: “Our motto is ‘be hard on the work not on the people’. It helps make the conversations less emotional, and we focus on getting the right outcome for our customers.
“We are blessed to work with some incredibly talented agencies that have been with us for many years, and also to be starting new relation- ships with others, such as Spark Foundry and Performics as our new media and digital agencies, which we’re really excited about.”
Honda’s ‘Lucid Dreams’ campaign.






















































































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