Westpac was the first bank to have a business unit exclusively dedicated to supporting women to achieve their financial goals. To retain and build on this marketing leading position, MAP works closely with the Women’s Markets team on a number of content and earned media activities annually. A highlight is working to leverage the Westpac and The Australian Financial Review partnership, 100 Women of Influence Awards.
MAP has created an ongoing content program, targeting the Australian community which demonstrates Westpac’s commitment to empowering women by championing female leadership in Australia.
The content program spans research insights, which highlight the issues surrounding gender diversity in Australia; profiling inspirational Australian women who are part of the Women of Influence Awards program; and expert commentary on the key issues. This content is featured on social media, editorial and branded advertorials.