Inside Nationwide’s award-winning campaign to shift consumer attitudes around saving
Marketing Week ReportersLearn how Nationwide used comedy to reframe how consumers’ view their finances and arrest the decline in savings rates.
Nationwide’s CMO on why long-term rigour enables short-term flexibility
Charlotte RogersBy putting rigour into their long-term strategies and adopting an outcomes-focused approach, marketers could create a culture of flexibility, says Nationwide CMO Sara Bennison.
‘Distinctively different’: Why Nationwide’s long-term strategy is paying dividends
Charlotte RogersA lesson in long-term effectiveness, Nationwide’s ‘Voices’ campaign leveraged five years of experience to meet the demands of the coronavirus crisis, flexing at speed to reflect consumers’ evolving needs.
Salary Survey 2021: Brand values and diversity commitments tested by the crisis
Matthew ValentineAmid 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’s CMO on why aiming for perfection will make you a worse marketer
Molly FlemingNationwide CMO Sara Bennison believes marketers should not focus on being ‘perfect’ but instead be ready to change plans and take risks.
Nationwide: We want our brand to come out of this stronger than it went in
Sarah VizardThe 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.
Nationwide CMO: We need to stand up for marketing if we want it to flourish
Russell ParsonsNew 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.
How Nationwide used humour to get UK consumers saving
Matthew ValentineNationwide took practical action to overcome a widespread lack of saving among people in the UK, helping it arrest the decline in savings rates.
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”.
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.
Marketing Week Masters awards shortlist: Special Masters
Marketing Week ReportersThe shortlist for Marketing Week’s Masters awards for categories including Brand of the Year, Digital Transformation and Brand Purpose is revealed.
Marketing Week Masters awards shortlist: Sector Masters
Marketing Week ReportersThe shortlist for Marketing Week’s Masters awards for categories including Retail and Ecommerce, Business-to-Business and Consumer Goods is revealed.
Huawei, Bodyform and HSBC top Marketing Week Masters awards shortlist
Marketing Week ReportersThe shortlist for Marketing Week’s Masters awards is revealed, with Greenpeace, Diageo, Elvie and Aldi also racking up multiple nominations.
Marketing Week Masters ‘Brand of the Year’ shortlist announced
Marketing Week ReportersWe unveil the five brands that will fight it out to be named ‘Brand of the Year’ at the Marketing Week Masters awards in October.
Marketing Week Masters Awards ‘Brand of the Year’ nominations revealed
Marketing Week ReportersA 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.