Nationwide Unveils a Major Brand Transformation After Nearly Four Decades
In a significant move, Nationwide has completely revamped its brand identity for the first time in 36 years, aiming to establish itself as a “modern and assertive competitor to the major banks.”
This overhaul is described by the building society as the “most substantial brand refresh since 1987.” Simultaneously, Nationwide introduces a new brand platform titled ‘A Good Way to Bank’ to emphasize its distinguishing features compared to larger banking institutions.
The inaugural advertisement under this platform places a spotlight on Nationwide’s dedication to keeping its branches open. The ad features actor Dominic West in the role of an old-fashioned bank manager from a fictional competing bank who appears indifferent to customers’ desires and needs.
Richard Warren, the Director of Brand Marketing and Experience at Nationwide, notes, “This campaign signifies a new era for Nationwide as a contemporary and confident rival to the major banks. We have no shareholders, so we can wholly prioritize our customers and act in their best interests.”
The campaign underscores Nationwide’s pledge not to close any of its existing branches in towns or cities until at least 2026. The campaign is grounded in research conducted by the building society, revealing that around 63% of people value their local branch, with 40% considering face-to-face service as the primary reason for valuing local branches.
Warren adds, “I believe the new campaign will resonate with anyone who feels that too often, large corporations fail to act in their customers’ best interests.”
In addition to the television spot, the campaign includes fresh creative materials in print, out-of-home (OOH) ads, and audio ads featured in podcasts such as “The Rest is Politics” and “The Rest is Money.” These activations will be launched in early October, coinciding with the hero spot’s premiere during the Great British Bake Off on October 10th.
Nationwide’s new brand identity takes center stage in the campaign and is currently being introduced in its 605 high street locations. This extensive rebranding initiative began last year, following the retirement of Nationwide’s long-standing ‘Voices’ campaign after a creative review and the departure of its CMO, Sara Bennison. At the time of her departure, she emphasized that while membership remained integral to Nationwide’s marketing strategy, the brand was poised for a fresh chapter.
Catherine Kehoe, formerly Lloyd’s Chief Customer Officer, stepped into the newly-created role of Chief Marketing and Corporate Affairs Officer after Bennison’s departure.
The redesign and creative aspects of the advertising were developed by New Commercial Arts, while the media strategy was overseen by Wavemaker UK, a longtime partner of Nationwide since 2016.
