Westpac has appointed Samuel Viney to the role of head of advertising, adding to the senior bench strength of the group’s marketing and digital team.
Reporting into Jenny Melhuish, Westpac group’s head of group Brands, and advertising & media, the appointment will play a pivotal role in helping the group connect with customers.
Viney said, “I am thrilled to be joining a company with such a rich legacy, and one that plays a role in the lives of millions of Australians. The work currently being produced by the team is truly world class, so I look forward to ensuring we continue to connect with customers in such a compelling way.
“My focus will be on understanding each of Westpac’s customer segments; not just at a data level but also a personal one. In a world dominated by data, it is this human understanding of customers that leads to impactful and effective communications. I’m excited about the challenge of working with such a broad customer base and product offering.”
Formerly customer interaction lead for ALDI South at the global headquarters in Germany, and prior to that, marketing director for ALDI Australia, Viney brings over 16 years of marketing and advertising experience to the role, including the management of large scale marketing programs and the development of customer interaction functionality.
Viney has a built a reputation for creating successful campaigns, grounded in data driven insights that have delivered significant return on investment.. Under his lead, ALDI Australia won a number of effectiveness awards, helping to deliver significant sales growth and market share for the brand in a cluttered and competitive market.
Commenting on the appointment, Jenny Melhuish, said, “Sam brings a unique set of skills and knowledge to Westpac, having worked with some of Australia’s leading brands and most respected advertising agencies. This experience will enable us to continue to find new ways to put customers at the centre of our communications.”
Viney has also worked with BMF, Publicis Mojo, Saatchi & Saatchi and Y&R, across some of Australia’s biggest consumer brands including NESCAFE, Lion Nathan and Coca-Cola.