Amid the career disruption of the past 12 months, marketers are looking for their companies to prioritise diversity and inclusion, invest in brand values and commit to transparent internal communication.
Nationwide CMO Sara Bennison believes marketers should not focus on being ‘perfect’ but instead be ready to change plans and take risks.
The latest series of ads in Nationwide’s ‘Voices’ campaign looks to “shine a bit of hope” on the coronavirus crisis by looking to a future beyond the pandemic.
New job titles such as chief growth officer are symptomatic of a sometimes “apologetic” marketing industry that needs to be more confident in the value it offers, according to the building society’s top marketer Sara Bennison.
Nationwide took practical action to overcome a widespread lack of saving among people in the UK, helping it arrest the decline in savings rates.
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”.
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 shortlist for Marketing Week’s Masters awards for categories including Brand of the Year, Digital Transformation and Brand Purpose is revealed.
The shortlist for Marketing Week’s Masters awards for categories including Retail and Ecommerce, Business-to-Business and Consumer Goods is revealed.
The shortlist for Marketing Week’s Masters awards is revealed, with Greenpeace, Diageo, Elvie and Aldi also racking up multiple nominations.
We unveil the five brands that will fight it out to be named ‘Brand of the Year’ at the Marketing Week Masters awards in October.
A total of 10 brands have been nominated for ‘Brand of the Year’, powered by YouGov. The winner will be announced at the 2019 Marketing Week Masters Awards in October.
The swing to short-termism is being accelerated by the term performance marketing as it suggests long-term activity doesn’t perform, according to the building society’s director of advertising and sales.
Marketing has the opportunity to be a forerunner in promoting equal rights for women in the workplace, and by doing so can encourage the next generation to consider a career in the industry, according to Sara Bennison.
Nationwide’s ‘Voices’ campaign achieved a double-pronged goal of providing a platform for diverse creative voices across the UK and helping grow the building society’s share of switched accounts to 20%.