First Direct: Re-writing the rule book - placing individual-level customer value data at the heart of TV planning

Martin Lawson and Simon Foster

This case study tells how First Direct bank, which operates online and by phone, prompted First Direct to re-evaluate regional TV investment weights in response to changes in the geography of its customer acquisition.
Agency: PHD MediaAuthors: Martin Lawson and Simon Foster

First Direct – Re-writing the Rule book:

Placing Individual-Level Customer Value Data at the Heart of TV Planning

INTRODUCTION

As a consumer bank, First Direct's marketing activity centres upon customer recruitment to the current account. Above-the-line media (TV, Online, Press) account for a little over half of all expenditure, with Direct Mail taking the rest of the budget. Online and Press activity run nationally, whilst TV has traditionally been focussed on the core customer heartland: London and the South East. The TV activity aims to generate brand awareness and...

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