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Bankwest set to unpack its anti-bank sentiment and brand positioning as Mumbrella Finance Summit returns

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Mumbrella’s Finance Marketing Summit is set to return in July this year, with Bankwest taking to the stage to analyse the relationship between a consumer and a bank, while revealing how the brand managed to use anti-bank sentiment to its advantage.

Haylee Felton, Bankwest’s executive manager of brand and marketing, and Paul Nagy, chief creative officer at VMLY&R and WPP’s bespoke agency, Union, will reveal the insights, strategy and results behind Bankwest’s ‘Bank Less’ campaign.

While brands scramble to find ways they can get a consumer to ‘love’ them, Bankwest decided that this could potentially be achieved by seeing less of them – and so the Bank Less campaign was born.


© Mumbrella