NatWest: Big Results from Small Business

Barbara Wingate

Campaign by NatWest to attract accounts from small businesses, by promoting image as the small business customer's bank.
Agency: J Walter ThompsonAuthor: Barbara Wingate

NatWest: Big results from small business

SUMMARY

In 1983 National Westminster Bank identified an opportunity within the small business market the potential of a strong, differentiated image. In the early 1980s all banks were perceived by the customer as the same, offering identical products and services. Small businessmen did not really feel that any one of the major clearing banks was genuinely interested in their problems and requirements. Criticisms tended to be that the banks were: 'insufficiently helpful, too cautious, passive and inflexible'. NatWest saw that there was an opportunity...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands