NatWest wanted to deepen understanding of the ‘Helpful Banking’ proposition amongst new and existing NatWest customers. They wanted to influence the ‘mass affluent’ audience through useful, relevant content as well as communicating the three pillars of the NatWest brand; ‘accessible expertise’, ‘customer friendly’ and ‘easy to deal with’.
Editorially we proposed to propel the NatWest brand into pole position for consideration amongst our readership. Through a true partnership with the London Evening Standard we would provide a targeted, relevant platform for NatWest to amplify the ‘Helpful Banking’ proposition to existing and new customers.
Our central idea involved working in partnership with NatWest to create a brand new bespoke editorial feature on personal finance. The practical advice led editorial platform aimed to amplify and communicate the ‘Helpful Banking’ proposition.
‘Money in Association with NatWest’ is a one page credible weekly personal finance feature which runs every Wednesday providing helpful, insightful advice on money-saving, penny pinching and pound-stretching whilst covering the hot financial topics of the week.
The new personal finance ‘Money’ page includes a bespoke 18x2 column with commentary from a local expert from NatWest on the key topic of the week.
Content is created by the London Evening Standard’s expert financial journalist Lucy Tobin with comment and analysis from local NatWest financial experts through their own bespoke column, in addition to a 20x3 display space for product push.
The generic content is authoritative and practical to ensure real value to our readers.
Our strategy
Editorially we proposed to propel the NatWest brand into pole position for consideration amongst our readership. Through a true partnership with the London Evening Standard we would provide a targeted, relevant platform for NatWest to amplify the ‘Helpful Banking’ proposition to existing and new customers.
The big idea
Our central idea involved working in partnership with NatWest to create a brand new bespoke editorial feature on personal finance. The practical advice led editorial platform aimed to amplify and communicate the ‘Helpful Banking’ proposition.
‘Money in Association with NatWest’ is a one page credible weekly personal finance feature which runs every Wednesday providing helpful, insightful advice on money-saving, penny pinching and pound-stretching whilst covering the hot financial topics of the week.
The new personal finance ‘Money’ page includes a bespoke 18x2 column with commentary from a local expert from NatWest on the key topic of the week.
Content is created by the London Evening Standard’s expert financial journalist Lucy Tobin with comment and analysis from local NatWest financial experts through their own bespoke column, in addition to a 20x3 display space for product push.
The generic content is authoritative and practical to ensure real value to our readers.
