SunLife on putting ‘everyday confidence’ at the heart of its brand modernisation
Amrit VirdiThe financial services firm wants to “empower” its audience by rejecting the “formulaic” approach brands often adopt when speaking to over 50s.
Has Monzo’s brand marketing push paid off?
Grace GollaschHas Monzo’s increased marketing investment and focus on brand been enough to achieve its objectives of growing awareness and consideration?
How Virgin Money is ‘turning the lights back on’ with brand storytelling push
Amrit VirdiWith its new brand proposition, Virgin Money is hoping to bring banking to life for customers and set the business up for success following its buyout by Nationwide.
‘Break through the hype’: Why crypto brands are getting serious in search of growth
Josh StephensonIn a category often driven by hype, crypto brands are taking a more real-world approach to build trust and grow the market in an organic way.
Abrdn backtracks on controversial rebrand
Amrit VirdiKeen to eliminate “distractions” with a switch back to Aberdeen, the firm is looking to build on “improved customer awareness” being driven by marketing.
How Barclays reached over 4 million people with hyper-local targeting
Marketing Week ReportersBy combining segmented data with a targeted media strategy, the bank drove awareness of its Barclays Local service across 15 communities.
‘Actions speak louder than words’: Insurer Zurich on prioritising socio-economic diversity
Charlotte RogersThe first UK insurer to publish its socio-economic pay gap data, Zurich embarked on a decade-long process of building trust and taking inclusion seriously.
‘Investing in the next generation’: NatWest’s CMO on reaching a ‘critical audience’
Amrit VirdiNatWest’s latest brand campaign, part of the ‘Tomorrow Begins Today’ platform, is targeting entrepreneurial young people with a social-first approach.
MoneySuperMarket doubles down on loyalty as PPC costs stack up
Amrit VirdiThe group wants to focus on customer retention via its SuperSaveClub membership rather than investing in pay-per-click and third-party media.
How Vitality reinvented its brand mascot to become a health ‘champion’
Marketing Week ReportersAs cost of living pressures hit demand for health insurance, Vitality embraced a proactive brand platform and galvanised the public.
‘Saying less is the magic sauce’: Monzo on switching to a ‘pulsing’ brand strategy
Amrit VirdiMonzo’s strategy for 2025 includes making data engaging, reversing consideration decline in the banking sector and “making money work for everyone”.
Direct Line recruiting for top marketer as Samuel Day departs
Amrit VirdiThe company is “currently recruiting” for an interim customer and marketing director, with Day set to join German vehicle marketplace Mobile.de.
‘We could all be a lot braver’: Octopus Money on disrupting a ‘very tired market’
Amrit VirdiOctopus Money wants to move away from the financial industry’s obsession with product by connecting to the “emotional side” of money.
‘Time to evolve’: Metro Bank repositions with focus on ‘relationship banking’
Amrit VirdiAs Metro Bank gets ready to celebrate its 15th anniversary it is repositioning with what top marketer Danielle Lee describes as a “strong, confident, bold statement of exactly who we are and what we do”.
‘The idea is to elevate’: Revolut on why it’s no longer a challenger brand
Amrit VirdiThe fintech brand is starting the year with a product-focused campaign designed to convey a “premium feeling”, part of its brand building mantra for 2025.