Co-op Bank launches £5.5m push to reclaim ethical positioning

The Co-operative Bank has launched a £5.5m brand campaign to highlight its ethical values as it looks to rebuild some of the trust lost in the wake of its financial problems and drugs scandal involving its former chairman. 

The “For All The Right Reasons” campaign is led by an Arc London created TV ad that features a man talking passionately to camera about how the bank has turned down £1bn in business because it does not deal with companies or regimes that do not demonstrate ethical credentials. 

Cinema, digital, press and radio ads will continue with the theme.

The campaign follows the completion of a poll where customers insisted the bank keeps its policy on lending and that they communicate it more clearly and more often, the Co-op says.

The bank has admitted the negative publicity around the exposure of a £1.5bn capital shortfall that pushed it to the point of collapse and the arrest of its chairman Paul Flowers on drugs related charges last year dented the trust people had in its ability to operate and its ethical credentials.

Observers have also questioned whether the ownership structure it was forced to adopt to secure its future, which saw the Co-op Group’s ownership reduce by about 20 per cent and majority control passed to bondholders, meant it could describe itself as ethical as it had when a co-operative.

Steve Britain, commercial director of the Co-operative Bank says:We understand that the difficulties the bank has faced in the last year are bound to test customers’ beliefs, but now the bank is stronger we want to reassure them that we have not forgotten the values and ethics that set us apart and remain a key part of our success in the future.”

He adds: “This advertising campaign is the start of reinvesting in what makes our brand and our business distinct from competitors with thought-provoking images and creative treatments.  It goes back to our heritage of tackling hard-hitting issues that matter to our customers and where a bank can make a difference in the world.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here