Westpac, Australia’s largest banking
group by branches following its acquisition of St George last year,
has kicked off a major advertising campaign based around its
“long-standing belief” in corporate social responsibility.

The group’s new campaign, created by agency
The Campaign Palace, re-introduces an old tag ‘We’re a bank you can
bank on’, a throwback to when it was called the Bank of NSW.
Westpac is currently changing its underlying business model,
decentralising management out to individual branch managers in an
effort to improve customer service and cross-selling (see RBI

The increased role of the Westpac bank manager
will feature in a second television campaign starting in

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