Nationwide appoints VCCP as lead agency

Nationwide has appointed VCCP as its lead advertising agency.

Nationwide: wants to be perceived as a modern, integrated brand
Nationwide: wants to be perceived as a modern, integrated brand

VCCP won the account, which is understood to be worth about £30 million annually, after beating Mother in the final stages of a competitive pitch overseen by ISBA.

18 Feet & Rising, the incumbent, has worked with the building society since 2011, when it won a pitch against Saatchi & Saatchi.

The appointment follows Nationwide’s attempts to broaden its marketing platforms and create a roster of agencies to work with on projects spanning traditional advertising, digital and CRM activity.

At the time of the review, a spokesman for the building society said it was looking at its "creative and brand agency model to reflect a modern, integrated brand and digital communications landscape".

Nationwide wants to position itself as the "true alternative" to high-street banks.


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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).