Smile, the Co-operative Bank’s online banking service, is reviewing
its advertising account out of Partners BDDH just four months after its
The agency, which also handles the main Co-op Bank account, was
responsible for launching smile.co.uk at the end of October. The ads
feature a broad cast of characters who all break into a smile towards
the end of the film. They use the message, ’whatever, wherever,
whenever’ to demonstrate Smile’s flexibility.
However, a company spokesman claims that the dramatic growth of Smile
has precipitated a review of the service and its relationship with its
’Our brand-building for Smile in the three months since launch has been
far more successful than we could have anticipated, with Smile
developing high levels of awareness and a strong brand identity,’ he
’This has led us to reviewing the relationship between the two brands -
The Co-operative Bank and Smile - earlier than anticipated. It’s clear
we need to have a broad view of how the two brands may be developed,’
the company spokesman added.
Smile is clearly linked to its parent brand through its
The review seems likely to alter this positioning.
Partners BDDH will re-pitch for the account, whose budget is
undisclosed, and has been shortlisted alongside five other agencies. The
review does not affect Partners’ hold on the pounds 2 million
Co-operative Bank account.
The changes may also have been sparked by the arrival of the bank’s
first board-level marketer, David Conway, in November. Conway is
responsible for marketing the bank’s complete range of services,
At the time of his appointment, the company stressed that there were no
plans to review advertising.
Partners BDDH was unavailable for comment.