Nationwide's Epic Transformation: Unveiling a Fresh Look after Four Decades!

Nationwide, in an effort to position itself as a "modern and confident challenger to the big banks," has undergone a substantial overhaul of its brand identity for the first time in 36 years. Described as the "most significant brand refresh since 1987" by the building society.

Simultaneously, Nationwide is introducing its new brand platform, 'A good way to bank', to emphasize its uniqueness compared to larger banking competitors. The initial advertisement released as part of this platform focuses on Nationwide's dedication to maintaining open stores. The ad features actor Dominic West portraying an old-fashioned bank manager from a fictional rival bank, depicted as neglecting the desires and necessities of customers.

Richard Warren, the director of brand marketing and experience at Nationwide, says that this campaign signifies a fresh chapter for Nationwide as a bold and contemporary contender against the major banks. He adds that Nationwide's unique advantage lies in not having shareholders, which allows them to prioritize their customers and act in their best interests.

Nationwide is committed to not abandoning any town or city with its stores until at least 2026, as emphasized by its campaign. The foundation of this campaign rests on research conducted by the building society, revealing that approximately 63% of individuals value their local branch. Furthermore, the research highlights that 40% of respondents perceive face-to-face service as the primary rationale behind their appreciation for local branches.

Warren believes that the new campaign will connect with individuals who feel that large corporations frequently neglect the needs of their customers.

The campaign includes a television advertisement as well as new creative material in print, out-of-home ads, and audio ads on podcasts such as The Rest is Politics and The Rest is Money. These activations will be gradually introduced in early October, coinciding with the hero spot airing during the Great British Bake Off on October 10th.

Nationwide is currently implementing its new brand identity in a new campaign, which is being introduced across all 605 of its high street locations. This overall refresh began last year, following the retirement of its long-standing 'Voices' campaign after a creative review. This change also coincided with the departure of Sara Bennison, who had held the position of Chief Marketing Officer since 2016. Upon leaving, she mentioned that while membership remained integral to the bank's marketing strategy, the brand was ready for a fresh start.

Lloyd's has appointed Catherine Kehoe, former chief customer officer, to take over the newly-established dual position of chief marketing and corporate affairs officer. The redesign and advertising creative have been crafted by New Commercial Arts, with Wavemaker UK leading the media strategy, a role they have held since 2016 while working with Nationwide.