Nationwide positions as people’s financial friend

Nationwide is to introduce a new brand positioning in a campaign that highlights it is a service-led mutual that helps customers navigate their way through financial life.

/h/f/w/Nationwide.jpg

The activity, created by 18 Feet & Rising, introduces the strapline “On your side”. It aims to highlight how Nationwide can help people manage their finances, whether saving or borrowing.

It follows the “Proud to be Different” campaign earlier this year that attempted to set Nationwide apart from high street banks by highlighting that its mutual status means it can focus on customers and not shareholders.

Nationwide’s marketing director, Andy McQueen, overseeing his first campaign since taking up the job in April, says the new “”On your side” strap is a promise to “help hard working people get on better with their money”.

Earlier this week, Halifax launched its own bid to become the UK’s number one challenger to the biggest high street banks with a campaign that pushed its own service credentials.

View a range of financial marketing efforts from leading brands on Pitch here
.

Watch Pitch’s history of Halifax ads here

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now