NatWest and ITV: The power of partnership – what Happens When ITV and NatWest back your business

ITV, a public service broadcaster, launched its platform Backing Business in partnership with NatWest bank to support the post-COVID-19 UK economy by ensuring SMEs that would benefit from support could find it.

Executive Summary

Most of what you're about to read challenges conventional advertising norms. There wasn't really a brief, the big idea wasn't 'creative' and the creative work that did run broke all sorts of unofficial rules, from merging two logos and making them bigger out of choice, to sacrificing one brand's personality for another.

But perhaps the most unusual part of this paper is that it owes everything to partnership. Not the kind of partnership that the majority of us are used to, where two mis-matching agendas are forced together in a frankenstein mega-deck that merely pays lip service to...

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