‘So much more than a TV ad’: NatWest’s CMO on refreshing the brand

NatWest unveiled a major campaign to empower its customers to take control of their finances this week, a platform the brand hopes will become a long-running fixture.

‘Tomorrow Begins Today’, which was created with The&Partnership, will run across television, DRTV, radio, social, digital and out of home, and follows a soft launch in December. The initial TV ad shows an average man procrastinating about managing his financial responsibilities, before highlighting how the bank’s mobile app can help.

But according to NatWest Group CMO Margaret Jobling, the new campaign is “so much more than a TV ad”.

“This is our new creative platform,” Jobling tells Marketing Week. “It’s a call to action. And it’s a rallying cry for our people, because it’s all about what you can do today to help your customers across all touch points.”