Direct Line Group’s ‘We’re On It’ campaign took home the top prize at the Marketing Week Masters last week, after driving long and short term business impact and surpassing the already admirable efforts of its previous brand platform.
With Standard Life performing better than both Phoenix and the market on average across almost all measures, the group is investing heavily in the brand in a bid to enhance its customer-focused credentials.
Saga is betting big on its shift away from short-term sales to long-term brand building, as it looks to drive consideration amongst experience hungry over-50s.
In addition to launching a Mastercard sound and taste, the brand has now unveiled a Mastercard smell, all of which is helping it to elevate the brand’s status, says Raja Rajamannar.
Rather than allowing themselves to be pigeonholed as the ‘colouring-in department’, marketers should demonstrate what they deliver for the business, argues Nationwide CMO Sara Bennison.
Marketing Week reveals the top 10 marketers in financial services, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
The bank’s leaner marketing team now operates through “centres of excellence”, with hubs covering digital acquisition, insights, big planning and performance.
HSBC is expanding its purpose marketing strategy with its fresh platform ‘Opening Up A World of Opportunity’, after past efforts yielded return on investment.
As one of the 10 Organisational Leaders in the CX50 list, First Direct CEO Chris Pitt discusses the role of the C-suite in delivering CX and customer-centric culture, as well as the functions that senior executives look to for strategic CX leadership.
Cutts joined HSBC in 2017 following lengthy stints at a number of major brands, including GSK, Mondelez and Meito-Adams.
After retiring the Money Calm Bull earlier this year, MoneySuperMarket is relaunching its brand for the second time in two years as it looks to drive growth.
With major brands such as PayPal, Facebook and Amazon backing the benefits of cryptocurrencies, is it time for mainstream brands to explore this emerging tech?
The retailer is hoping the “trust and love” consumers have for its brand will enable it to expand successfully into investments, backed by a £100m cash injection in its financial services business over the next five years.
Having swapped the world of digital banking for debt collection, former Atom Bank marketing boss Neil Costello is on a mission to bring a message of financial wellbeing to an unloved sector.
Confused.com CMO Samuel Day explains how the price comparison site boosted brand awareness by going against category norms.