Nationwide achieves ‘exceptional’ short-term brand uplift score for relaunch ad
Chris SutcliffeNationwide’s ad unveiling its rebrand scores within the top 10 percent of consumer banking ads, according to data from effectiveness firm System1.
‘We’re not giving up brand equity’: The inside story of Nationwide’s rebrand
Chris SutcliffeThe world’s largest building society is undertaking its biggest rebrand in almost 40 years. Here’s why 2023 was the moment to do so.
Nationwide rebrands for first time in nearly 40 years
Chris SutcliffeThe building society is also launching a new brand platform as it looks to stand itself apart from its bigger, more traditional rivals.
Lloyds’ chief customer officer Catherine Kehoe to join Nationwide in new role
Michaela JeffersonKehoe replaces former chief product and marketing officer Sara Bennison, who left Nationwide in the beginning of July after six years in the role.
Nationwide CMO Sara Bennison steps down
Niamh CarrollThe building society is on the lookout for a new CMO to replace Bennison, who has been chief product and marketing officer at Nationwide since 2016.
One marketer on why being an apprentice feels like ‘hitting the jackpot’
Charlotte RogersConvinced he would never have made it into marketing without an apprenticeship, Nationwide’s Taylor Kellond urges brands to embrace different ways to attract young talent.
Diageo on what it learnt about purpose after ‘misdiagnosing’ Baileys
Marketing Week ReportersAfter shedding a “higher order” purpose and refocusing the Baileys brand based on customer insights, Diageo has learnt a lot about how to build a distinctive brand consumers love.
Nationwide’s CMO on why marketers should not let themselves be ‘patronised’
Manny PhamRather than allowing themselves to be pigeonholed as the ‘colouring-in department’, marketers should demonstrate what they deliver for the business, argues Nationwide CMO Sara Bennison.
No one-size-fits-all: Why brands are exploring new working models
Matt BarkerIn a bid to give employees a better work/life balance post-Covid, brands such as Unilever, Nationwide and Henkel are experimenting with new working patterns.
Nationwide on why flexibility can only come from certainty
Marketing Week ReportersCMO Sara Bennison believes focusing on outcomes, rather than planning, is the best driver for success.
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.