Alliance + Leicester

Robert Tansey

Campaign for Allliance & Leicester bank.. Objective to build the brand and predispose customers towards it – in a market suffering much from cynicism.
Agency: D'ArcyAuthor: Robert Tansey

Alliance + Leicester

'When is a question better than an answer?'

A change in marketing focus

Since they'd demutualised in 1997 and become a bank, Alliance + Leicester's main business priority had been to recruit as many new customers as possible. This required a reliance on direct sales messages, the proliferation of which was now beginning to harm the brand. As a consequence, consideration among both customers and non-customers was falling.

A+L needed to reverse this trend by returning to a business model that redressed...

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