Nationwide taps the power of business outcomes

COVID-19 and lockdowns meant the Nationwide Building Society, like many other businesses, had to scrap planned campaigns and come up with appropriate new ones.

“I do like a plan,” says Nationwide’s Sara Bennison. “I have a plan for most things”.

But she’s not a planner, she’s the chief marketing officer at the building society and the past year has seen her repeatedly tearing up her marketing plans as lockdowns have been lifted and reimposed.

Rewind to March 2020, when savings institutions were in the middle of the annual ISA season – that period before the end of the tax year when their marketing is all about the deals on offer to encourage savers to either use up this year’s tax-free allowance or get ahead...

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