Nationwide: Evolving Nationwide back into a building society

Nationwide, a building society, launched a campaign in the UK to reach 10% share of current accounts and increase brand consideration.

Executive Summary

Nationwide's a building society, not a bank.

This distinction is absolutely fundamental to who we are and how serve society. And yet telling the Nationwide story in a way which is noticed, felt and acted upon had never been achieved as powerfully as it should.

The lines between building societies and banks had blurred and Nationwide needed to set itself apart in order to build a powerful brand long-term whilst supporting the changing business needs day to day.

This was achieved through a more distinctive identity, a powerful and flexible Voices platform that put the voices of everyday...

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