Australian Westpac Banking Group looks for new agency

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SYDNEY -- Westpac Banking Group has put its $25m ad account up for review aftersplitting with D'Arcy Masius Benton & Bowles/Weekes Morris Osborn, its agencyfor the past five years, over strategic direction. The agency retains thebank's $15m direct marketing account.

Sydney agencies lining up for the business include John Singleton Advertising,Saatchi & Saatchi, M&C Saatchi and DDB.

However, M&C and DDB may face conflict problems because they have beenshortlisted, along with Grey Advertising, for the ANZ Banking Group's $18mbusiness, due to be finalized early next month.

DMB&B/WMO declined an invitation by Westpac to pitch. The bank has spent about$30m establishing the agency's "My Bank" campaign since late 1994 but it isthought to have failed to capture the level of consumer recognition establishedby rival Commonwealth Bank's "Which Bank" campaign.

Westpac media director Glenda Hewitt said: "There comes a time when you have tofreshen campaigns up...Westpac is not static and is always looking for betterways to do things."

Copyright January 1997, Crain Communications Inc.

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