The building society hopes using stand-up comedy in its latest campaign will encourage Brits back into saving while avoiding sounding “patronising and parent-like”.
Over the past few years, a digital revolution has been taking place in the financial services industry that has upended consumers’ expectations of customer service and left some incumbents scrambling to catch up.
GoCompare and MoneySuperMarket have both shifted away from loud, price-driven messaging to focus on personalised customer experiences based on data, in the hope of differentiating themselves and increasing loyalty.
Maeve McMahon has worked across an array of international marketing roles and isn’t one to shy away from the unknown, but even the most fearless marketers need a little nudge at times.
NatWest picked the right time to be the main sponsor of England cricket after both the men’s and women’s teams won the World Cup, with sport sponsorship playing a key role in turning around perceptions of the brand.
The digital bank’s marketing boss says its first TV ads “show the power of traditional advertising”, although its community and organic word-of-mouth remain key.
As the UK’s first ‘virtual’ bank, First Direct knew it had to take a radically different approach to marketing, to ensure it not only stood out but was trusted by consumers.
Marketing campaigns driven by social conscience have given Nationwide strong brand foundations and earned it a place on the shortlist for Marketing Week Masters Brand of the Year, powered by YouGov.
The financial services sector may be big and cumbersome, but brands are using an increasing number of data sources, focusing more on customer experience and engaging more customers in real time than ever before.
With the PPI deadline fast approaching, the financial industry’s regulatory body is making a last-minute drive to educate consumers, but the challenge is ensuring it remains authoritative without being boring.
In his new role as MD of marketing and digital, Evans will head up all digital capabilities in addition to his ongoing responsibilities in marketing.
The price comparison site has previously been focused on more short-term metrics but wants to better understand marketing effectiveness “in the round” and align it with business objectives.
Santander is moving away from talking about prosperity in its advertising to instead focus on what’s possible as it looks to differentiate from competitors and make its purpose “less nebulous”.
The bank is trying to tackle the “huge” financial confidence gap between men and women with a campaign that apologises for past behaviour and promises to smash stereotypes, but it’s already proving polarising.