Advertising best practice, evidence and insights

Article • WARC Category Intelligence, March 2019

Global strategies, campaign updates and trends in the banking category.

How HSBC pursued a global rebranding program – and responded to a pandemic

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

HSBC, the financial-services provider, undertook a rebranding exercise that aimed to reflect its internal culture of being a diverse, international organization, while remaining locally relevant.

Emirates NBD: Inspire What's Next

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Shortlisted, 2020

Private bank Emirates NBD grew brand favourability and sales with an awareness campaign in the United Arab Emirates.

Standard Chartered Bank (SCB): Art Gap

Case Study • Remie Abdo, WARC Prize for MENA Strategy, Shortlisted, 2020

Multinational banking company Standard Chartered Bank used a social media approach backed by an art exhibition to raise awareness of the gender pay gap and the bank's commitment to gender equality in the United Arab Emirates.

Emirates NBD: Every Step Counts

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Shortlisted, 2020

Emirates NBD, a leading UAE bank, launched a reward-based initiative to help people improve both their financial and their physical health.

What's working in financial services

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the financial services category.

COVID-19 is the wake up call traditional financial brands need

Opinion • Anna Soisalo, May 2020

Traditional financial services brands were struggling to compete with fintech specialists long before Covid-19.

How retail banks can evolve communications during COVID-19

Article • Fiona Blades, WARC COVID-19 Series, May 2020

During COVID-19, consumers are looking for reassurance and humanity from their banks.

Financial services brands need to walk a tightrope of trust in the chaos of COVID-19

Article • David Atkins, WARC COVID-19 Series, May 2020

Wunderman Thompson’s David Atkins argues that financial services brands could be a large part of the solution amidst the COVID-19 upheaval, but the challenge of trust must first be met.

Barclays Private Bank: Smarter Giving

Case Study • Emilie Uzan, Alice Pike, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Barclays Private Bank devised a philanthropic campaign to help increase donations from high net worth individuals to the charity sector in the UK and Europe.

RBC Diversity & Inclusion: Speak Up for Inclusion

Case Study • Michael Brathwaite, Daisy Qin, Karlina Bear, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Financial institution Royal Bank of Canada developed a video-led campaign to highlight the importance of inclusion and effect positive change in its markets worldwide.

ANZ Banking Group Ltd: ANZ retail shareholder campaign

Case Study • Jemma Wight, Sue-Ellen Atherton, Andrew Cornell, WARC Awards, Entrant, Effective Content Strategy, 2020

Banking and financial services company ANZ created a content marketing strategy centred on a newsletter encompassing articles, videos and podcasts to communicate with its global retail investor base.

Emirates NBD: Inspire What's Next

Case Study • Tahaab Rais, Tala Arakji, WARC Awards, Bronze, Effective Content Strategy, 2020

Private bank Emirates NBD grew brand favourability and sales with an awareness campaign in the United Arab Emirates.

Standard Chartered Bank: Art Gap

Case Study • Remie Abdo, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Multinational banking company Standard Chartered Bank used a social media approach backed by an art exhibition to raise awareness of the gender pay gap and the bank's commitment to gender equality in the United Arab Emirates.

RAKBANK: Memotraits

Case Study • Mohit Lodha, Kevin Pinto, WARC Awards, Shortlisted, Effective Innovation, 2020

RAKBANK, a leading UAE bank, raised awareness of its sponsorship of FC Barcelona and related credit card product by emotionally connecting with football fans through AI.

Emirates NBD: Every Step Counts

Case Study • Tahaab Rais, Tala Arakji, Anna Sadykova, WARC Awards, Shortlisted, Effective Innovation, 2020

Emirates NBD, a leading UAE bank, launched a reward-based initiative to help people improve both their financial and their physical health.

BBVA: We learn together

Rankings • WARC Effective 100, 2020

BBVA, a digital bank, launched an educational programme titled We Learn Together to encourage parents and educators to help the next generation find their leadership role.

Standard Chartered: The Algorithm Agent

Rankings • WARC Effective 100, 2020

Standard Chartered Bank, a banking brand, increased applications for its Simply Cash Visa Card in Hong Kong by launching an algorithm agent that provides personalised, targeted content based on the viewing habits of young consumers.

BCP: With You Captain

Rankings • WARC Effective 100, 2020

BCP, the Peruvian bank, created positive engagement by tapping into the pride of Peruvian football fans.

BBVA: We Learn Together

Case Study • Case Studies on WARC, 2018

BBVA, the Spanish financial services company, positively affected consumer perceptions at a critical time through an educational programme that created real social impact.

Banco de Crédito BCP: With You, Captain

Case Study • Case Studies on WARC, 2018

Peruvian bank BCP achieved brand and business results by celebrating the strength and perseverance of Peruvian soccer fans.

How Lloyds Banking Group got people to talk about money

Article • Brian Carruthers, Event Reports, QUAL360 Europe, February 2020

Banking is a notoriously difficult sector to research, but Lloyds Banking Group has found a way that offers promise.

RAKBANK: RAKfoodie Paints the Town Yellow

Rankings • WARC Media 100, 2020

RAKBANK, a banking brand, promoted its RAKfoodie app, dedicated to food discounts, in the UAE by launching ambush ads across over 30 competitor restaurants that alerted there were better offers available with RAKfoodie.

Axis Bank: How we gave the cheque "a checkmate"

Rankings • WARC Media 100, 2020

Indian bank Axis Bank empowered consumers to adapt to a digital society through integrated advertisements on popular gaming show KBC.

ANZ Bank: Signs of Love

Rankings • WARC Media 100, 2020

ANZ Bank, a financial services company, launched a series of Mardi Gras inspired signs across Australia to show LGBTIQ+ people across the country that there are people out there like them and who support them.