Westpac general manager of marketing, Peter Hanlon, conducted an
internal evaluation of the brand, which reportedly led to the
review.
The bank then commissioned a third party to secretly review the campaigns of 20 agencies and gather information on their performance. It shortlisted four agencies and proceeded to interview their clients confidentially.
Finally, Singelton and The Campaign Palace were asked to pitch for the
business late last year.
Westpac was impressed by Singelton's experience in handling brands that were both large and challenging. However, those impressive clients have caused problems for Singelton. The agency has had to develop a special team to work on the Westpac account to avoid a potential conflict with existing clients American Express and MLC.
