Financial services

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Brand building meets consumer needs: How VÚB Bank got a nation saving money

Article • Chiara Manco, WARC Exclusive, February 2021

Looks at how VÚB Bank, the country’s second-largest bank, implemented a campaign to benefit both consumers’ financial health and the banks’ business.

Leveraging the creative tension that is transforming the bland world of financial services

Article • Tanvi Singh , WARC Exclusive, Spotlight Australia, January 2021

Mindshare’s Tanvi Singh outlines lessons that financial services brands can take away from the dynamic segment of fintech brands.

VÚB Bank: Savings Therapy

Case Study • WARC Cases, 2019

Slovak bank VÚB Bank got its consumers to open saving accounts with a campaign that used humour to communicate the benefits of saving money.

Understanding the impact of the pandemic on the financial lives of UK households

Article • Brian Carruthers, Event Reports, MRS Financial Research Virtual Summit, November 2020

A longitudinal qualitative study by Blue Marble Research has been running since May 2020 seeking to understand the financial impact of the pandemic on UK households.

The Nationwide COVID diaries: An insight into lives during the pandemic

Article • Brian Carruthers, Event Reports, MRS Financial Research Virtual Summit, November 2020

When the pandemic struck, the Nationwide Building Society began an ethnographic study to understand how its members were coping with a changed environment.

Lloyds Bank: Crossword Clues

Case Study • Thomas Johnson, WARC Media Awards, Silver and Effective Native Award, Effective Use of Partnerships and Sponsorships, 2020

British bank Lloyds ran a targeted print campaign to encourage its older, affluent customers to try its market-leading banking app.

ANZ: Bat For Your Cap

Case Study • Chantelle Hurndell, James Davidson, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

ANZ, the bank, pinpointed a key insight around fan behaviour to leverage its sponsorship of the national cricket team in New Zealand.

From CMO to CEO: Talking the language of business at First Direct

Article • Brian Carruthers, Event Reports, Effworks, October 2020

This article discusses some of the miscommunications between marketers and the rest of the leadership and how to bridge them.

RAKBANK: Memotraits

Case Study • Kevin Pinto, Mohit Lodha, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

United Arab Emirates bank RAKBANK used artificial intelligence to create a fan-centred campaign promoting its new FC Barcelona credit card.

Union Bank: Bank the Way You Live

Case Study • Yoohyun Kim, WARC Media Awards, Bronze, Effective Use of Tech, 2020

UnionBank, the digital bank, leveraged the reach of mobile gaming to promote its app in the Philippines.

Emirates NBD: Every Step Counts

Case Study • Tahaab Rais, Tala Arakji, Anna Sadykova, WARC Media Awards, Bronze, Best Use of Data, 2020

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

PUMB: Data is the best deposit

Case Study • Nataliya Demydenko, Iryna Kishchenko, Natalia Bulbuk, Lesya Mandryk, WARC Media Awards, Silver, Best Use of Data, 2020

Ukraine-based international commercial bank PUMB adopted a data-focused approach to dramatically improve the performance of its communication mix, attract new customers and boost its position in B2C investment rankings.

HomeEquity Bank: #PauseToRemember

Case Study • Maxine Thomas, David Tremblay, WARC Media Awards, Silver, Effective Channel Integration, 2020

Financial services provider HomeEquity Bank targeted online war gamers in a Remembrance Day activation to raise awareness of its partnership with the Royal Canadian Legion and increase brand affinity among seniors in Canada.

HSBC: Reclaiming leadership, one touchpoint at a time

Case Study • ShiQi Lee, Mark Haycock, Adrian Adshade, WARC Media Awards, Bronze, Effective Channel Integration, 2020

Commercial bank HSBC CMB Singapore created customised messaging and content to grow its share of the SME market and change its focus to online acquisition.

Lloyds Bank: The M Word

Case Study • Matt Delaney, WARC Media Awards, Silver, Effective Channel Integration, 2020

Lloyds Bank ran a multi-faceted campaign on talking about money to strengthen its leadership position in the United Kingdom and create meaningful relationships with consumers.

Bendigo Bank: Four big reasons to try number five

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Bendigo Bank, an Australian financial institution, simplified the complex market into a binary battle between the bullying ‘Big 4’ and the trusted number 5.

Lloyds Bank: The power of Pure Brand

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Lloyds Bank, a banking brand, increased spontaneous awareness and incremental revenue in the UK by creating a series of TV commercials that used its black horse icon as a supportive companion.

Podcast campaigns deliver ROAS of $2.42

Data • Rob Clapp, WARC Data Points, October 2020

An overview of the average conversion rates of podcast advertising.

The rise of digital in business banking: Are neobanks disrupting the business banking market?

Article • Research on WARC, August 2020

Neo-banks – digital only or app-based banks such as Monzo and Starling in the UK – are changing the dynamics of business banking.

UCash & Shwapno: Project AgroBanking

Case Study • Bitop Das Gupta, WARC Prize for Asian Strategy, Grand Prix and Category Disruptor Award, 2020

Banking brand United Commercial Bank used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.

How banks can rebuild trust by focusing on consumer financial wellbeing

Article • Low Lai Chow, Event Reports, APAC Financial Services Webcast Week, May 2020

Forrester, the research firm, surveyed consumers in various Asian markets to understand their financial needs and attitudes towards brands in this sector.

J.P. Morgan Private Bank relies on substance of intellectual capital to deliver luxury-marketing message

Article • Geoffrey Precourt, WARC Exclusive, July 2020

J.P Morgan Private Bank, a financial-services provider focused on high-net-worth individuals, has built a marketing strategy that reflects the distinct character of this cohort.

HSBC Commercial Banking: Turning an offline banking giant into a major player in online lead generation

Case Study • ShiQi Lee, Mark Haycock, Adrian Adshade, WARC Prize for Asian Strategy, Entrant, 2020

HSBC CMB, the business bank, pivoted from a traditional banking giant into a major player in online lead generation in the SME market in Singapore.

State Bank of India: It's Possible

Case Study • Neeraj Sharma, Navonil Chatterjee, WARC Prize for Asian Strategy, Entrant, 2020

India's largest bank, State Bank of India, used an emotive insight and targeted creative messages to increase home loan sales in a tough economic climate.

SBI YONO: Say YO to Life

Case Study • Nilesh Fatnaney, Navonil Chatterjee, WARC Prize for Asian Strategy, Entrant, 2020

State Bank of India, a 200-year-old bank, leveraged the genuine usefulness of its utility app to connect with a millennial audience in India.

The future of strategy 2018

Article • WARC Exclusive, July 2018

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
How to write a creative agency brief

Article • Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.
What we know about working with agencies

Article • WARC Best Practice, September 2020

Summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.
Trend report: Data management in the 'mass personalisation' era

Article • Brooke Hemphill, WARC Exclusive, February 2018

Offers insight into how brands and agencies alike can prioritise effective data collection and management in the 'mass personalisation' era of marketing.
Media Transformation: How to take a new approach to media, fit for the digital age

Article • Tom Denford, WARC Best Practice, March 2018

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.
Five steps to a great creative brief

Article • Urey Onuoha, ANA, April 2018, pp. 0-0

Five universal steps that can help marketers and agencies get the most out of their creative briefs.