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...