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.
Direct Line promotes Mark Evans to help accelerate digital transformation
Erin LyonsIn his new role as MD of marketing and digital, Evans will head up all digital capabilities in addition to his ongoing responsibilities in marketing.
MoneySuperMarket tests ‘better balance’ of short- and long-term metrics
Sarah VizardThe 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 wants to make its purpose ‘more tangible’ as it shifts brand positioning
Sarah VizardSantander 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”.
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NatWest tackles ‘patronising’ way banks talk to women in new campaign
Sarah VizardThe 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.
Fintech 2.0: Meet the brands democratising payments and investments
Charlotte RogersThe rise of digital banking and persistent fears post-financial crisis have opened the door for a host of new brands shaking up the world of payments and investments.
‘It’s not altruism’: How Aviva’s support of over-45s is delivering ‘commercial advantage’
Lucy TesserasAviva has set up a community to support the development of people aged over 45, helping it to reduce recruitment costs while retaining the best talent.
Halifax modernises brand with relaunch: ‘We don’t want to be seen as the old guard’
Sarah VizardThe bank is overhauling its logo and visual identity, as well as its marketing, in a bid to make the brand more contemporary and relevant amid rising competition from fintech startups.
Santander CMO: Martech is oversold, but it’s marketers’ fault
Charlotte RogersMartech may overpromise, but it is marketers’ fault for not really knowing what they want, says Santander CMO Keith Moor.
Monzo preps first major ad campaign as it looks to ‘supercharge’ growth
Sarah VizardThe digital bank has previously relied almost solely on organic word-of-mouth to grow the business but is now exploring how paid advertising could play a role, although the brand is adamant it must not become reliant on paying to acquire customers.