The Co-operative Bank has been on a mission to reconnect with customers and restore faith in the business following financial problems and a drugs scandal involving its former chairman. The main pillar of that is reinforcing its reputation as an ethical institution and the work it does in the community, which marketing director Alastair Pegg hopes will set it apart from high street competitors for the right reasons. “I love turning brands around,” he says, “so seeing that change happen and seeing the confidence the team gets from seeing their stuff work for customers gets me every time.” Pegg has certainly had some success in this regard, with YouGov naming Co-op Bank as the most improved brand across all categories in 2015. He thrives on driving this type of marketing change, having previously worked at Virgin Money, Nationwide and Vodafone.
Best advice: “Don’t sweat the small stuff.”