Agency: D'Arcy | Author: 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...