NatWest: Brand contribution

This paper describes how UK bank NatWest integrated a diverse range of data sources into a multi-faceted modelling framework called the Brand Contribution Programme to lay the foundations for a new approach to the bank's marketing investment.

NatWest: Brand contribution

Flora Kong, Lucy Ogilvie and Sam Dias

Campaign Details

Brand: NatWestBrand Owner: Royal Bank of Scotland GroupLead Agency: ZenithCountry: UKIndustry: Banks, credit cards, loansChannels used:Cinema, Content marketing, Direct marketing, Email marketing, Events & experiential, Games & competitions, Magazines - business, trade, Magazines - consumer, Mobile & apps, Newspapers, Online display, Online video, Other & ambient media, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Print - general, unspecified, Product placement, Product sampling, Public relations, Radio, Sales promotion, Search, Sponsorship - event, property, Sponsorship - media, Television, Television...

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