Like many other businesses, the Nationwide Building Society felt it had to ditch a planned campaign last March as the pandemic took hold, but a degree of rigour around long-term objectives meant it was able to quickly adjust – and continue to do so across subsequent lockdowns.

Why it matters

Every part of a business has to move fast in a crisis and what may seem obvious in hindsight is unlikely to be so at the time. For a marketing department, aligning objectives with business outcomes not only brings clarity but may also enable bold new thinking in how to...