NAB: Break Up

In Australia, many consumers believed that the nation's large banks - the Big 4 - operated as a cartel.

NAB: Break Up

Agency: Clemenger BBDO & Clemenger Proximity, Melbourne

Advertiser: NAB

Author: Paul Rees-Jones

Total Campaign Expenditure:$5 – 10 million

Strategic communications challenge

Australia's four biggest banks, Commonwealth, ANZ, Westpac and NAB are some of the most profitable in the world delivering combined annual profits of A$22 billion1. But the public believed the major banks worked together fixing fees and eliminating competition that goes to the heart of the long held sentiment 'all banks are bastards'.

In 2009 NAB's recently appointed Group CEO Cameron Clyne introduced a Fair Value Agenda. He was driven...

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