P&N Group, the customer-owned banking institution behind P&N Bank in Western Australia and BCU Bank across New South Wales and Queensland, has appointed independent agency Dilate as its media specialist partner.
The appointment sees Dilate take charge of full-funnel media strategy, channel planning, and campaign execution, uniting brand building and performance marketing into a single, connected approach across both banking networks.
Rebecca Green, head of marketing at P&N Group, said the appointment came down to Dilate’s senior team and their holistic approach to growth.
“Trust and momentum are everything in banking, and from day one it felt like a very different kind of agency relationship,” Green said. “The value Dilate brings is a senior team at the table with us, willing to challenge our perspective in a noisy market — their strategic depth and passion for the craft set them apart immediately. They treat brand trust and performance as two halves of the same engine: strong performance credentials, a genuine understanding of brand, and the technical depth in attribution and data to provide real-time insights that are essential to our business. Their grasp of data, attribution and technology aligns with exactly where we want to take our brand.”
Dilate’s team of approximately 75 specialists spans strategy, media, performance, content, and technology. The agency builds its partnerships on direct access to senior experts, linking commercial intent directly to measurable business outcomes.
Dilate’s head of partnerships Amanda Reid said the appointment highlights the agency’s focus on building deeply embedded long-term relationships.
“The media landscape has never been more fragmented or more complex, and clients like P&N Group deserve a partner who can bring strategic clarity alongside the depth of resources to support them through heavy growth phases,” Reid said. “My role, and the role of everyone at Dilate, is to make sure our client’s needs are deeply understood and consistently met. That starts with shared values and a genuine passion for driving real business outcomes. We felt that alignment with P&N Group from day one, and it is the foundation everything else is built on.”
The appointment reflects a broader shift among ambitious, growth-focused brands toward independent agencies, who are drawn to a more nimble, responsive and efficient agency model.
Dilate are currently working with P&N Group on launching their new brand platform in market, scheduled for October this year.
