Nationwide positions as people’s financial friend

Nationwide is to introduce a new brand positioning in a campaign that highlights it is a service-led mutual that helps customers navigate their way through financial life.


The activity, created by 18 Feet & Rising, introduces the strapline “On your side”. It aims to highlight how Nationwide can help people manage their finances, whether saving or borrowing.

It follows the “Proud to be Different” campaign earlier this year that attempted to set Nationwide apart from high street banks by highlighting that its mutual status means it can focus on customers and not shareholders.

Nationwide’s marketing director, Andy McQueen, overseeing his first campaign since taking up the job in April, says the new “”On your side” strap is a promise to “help hard working people get on better with their money”.

Earlier this week, Halifax launched its own bid to become the UK’s number one challenger to the biggest high street banks with a campaign that pushed its own service credentials.

View a range of financial marketing efforts from leading brands on Pitch here

Watch Pitch’s history of Halifax ads here

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