Why Green Flag is embracing its challenger brand status
Charlotte RogersCelebrating 25 years as a challenger brand, Green Flag wants to define its purpose and focus on its heritage as it looks to take on breakdown’s big beasts.
To hell and back: How Habito gave its brand a kickstart
Charlotte RogersTaking consumers to hell sounds like a bad idea, but for online mortgage broker Habito double digit improvements in brand awareness suggests otherwise.
GoCompare overhauls brand as sector moves on from ‘shouting loudest’
Sarah VizardGoCompare has overhauled its brand strategy as it looks to differentiate in a competitive market, but mascot Gio Compario is staying, albeit in a different role.
Nationwide uses comedy to challenge ‘parent-like’ conversation around saving
Erin LyonsThe building society hopes using stand-up comedy in its latest campaign will encourage Brits back into saving while avoiding sounding “patronising and parent-like”.
The fintech revolution and its effect on customer experience
Rebecca SentanceOver 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.
Marketing Week Top 100: The top marketers in regulated industries
Marketing Week ReportersMarketing Week reveals the top 10 marketers in regulated industry sectors, part of our Top 100 Most Effective Marketers project.
Why technology is central to comparison sites’ new strategies
Michael BarnettGoCompare 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.
3 questions I wish I’d asked as a junior marketer: RBS’s Maeve McMahon
Erin LyonsMaeve 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.
‘It’s much easier when you win’: How NatWest rode the rollercoaster of England’s Cricket World Cup triumph
Sarah VizardNatWest 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.
Monzo sees ‘insane’ growth after running first TV ad campaign
Sarah VizardThe 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.
‘People were bemused’: How First Direct shook up banking with its ‘radical’ launch
Lucy TesserasAs 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.
Brand of the Year shortlist profiled: Nationwide
Michael BarnettMarketing 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.
How financial brands are innovating with data
Michael BarnettThe 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.
FCA wants to avoid being seen as ‘dull’ or ‘preachy’ in final PPI campaign
Erin LyonsWith 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.