The Halifax: 'Building on solid foundations'

The UK’s biggest building society, the Halifax, had to change the emphasis of its advertising, from products to provider.
Agency: Bates DorlandAuthor: Not credited

Building on Solid Foundations Creative Planning on the Halifax People Campaign

In 1991, we discovered a major change in the way consumers were buying financial services which led us to completely reassess the Halifax's advertising strategy.

In short, people weren't buying products, but rather institutions.

The Halifax is the biggest building society, but size had always been adopted as a position, rather than used as a positioning.

With our emphasis now on the provider rather than the products, this paper demonstrates how planning turned the potential negative of...

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