Attracting a new generation of First Direct customers

Lise Pinnell

This case study demonstrates how first direct, the UK bank, differentiated itself from other banking offerings to attract new customers.

Attracting a new generation of first direct customers

Principal author: Lise Pinnell, JWTContributing authors: Joanne Thornton and Andrew Miles, first direct; Tom Ellard and Arvind Kapavarapu, Mindshare

Introduction

This is the story of a one-time revolutionary...

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