Samuel Viney starts at Westpac as head of advertising

Aldi’s customer interaction lead and marketing director Samuel Viney has joined Westpac as its head of advertising.

Viney replaces Andrew Howie, who exited the company in May last year after just nine months, to join Amazon as its head of brand.

Westpac has appointed Samuel Viney as its head of advertising

Howie joined Westpac from his previous role as Meat and Livestock Australia’s group marketing manager, where he was at the helm of the meat brand’s controversial Australia Day campaigns.

Before relocating to Germany, Viney was Aldi Australia’s marketing director for three years.

He joined the discount supermarket in 2013 from its long-term agency of record, BMF.

During his four-year stint at BMF, Viney was a business lead, business director and account director.

Throughout his career he has also held positions at Y&R, Saatchi & Saatchi and Publicis Mojo.

In a statement to Mumbrella, 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.”

Viney will be reporting into Westpac Group’s head of group brands, advertising and media, Jenny Melhuish.

“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,” Melhuish added.


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