NatWest : advertising & marketing assignments

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Selected NatWest advertising

NatWest is now the main retail banking division of Royal Bank of Scotland in England and Wales. NatWest is the market leader in small and medium enterprise banking with around 25% share, as well as in student accounts. It offers a broad range of loan, mortgage, insurance and pension-related products alongside more traditional banking services. The business serves more than 14m personal customers and 1.1m business customers. One of its fastest-growing services in recent years has been mortgages, with combined mortgages outstanding of £137bn by the end of 2017. RBS as a whole was the contry's 4th biggest mortgage lender with 12% market share. The bank likes to position itself as being the most customer-conscious of the main retail banking brands, and marketed itself under a succession of different slogans highlighting this fact, including "Another Way" from 2001, "Helpful Banking" in 2010 and "Fairer Banking" in 2015. In support of this customer-friendly position, it had traditionally maintained the country's largest retail banking network. However, the group was ordered by EU regulators to sell more than 300 branches and their customers to reduce its competitive position following the government bailout of RBS. The bank struggled to find an alternative buyer, and the branches - the so-called Williams & Glyn estate - have now been mostly shuttered and their customers transferred to rival banks. Many more branches have been closed as a result of the growing popularity of online and mobile banking. RBS no longer reports separate figures for the NatWest brand. However revenues for the group's combined UK personal & business banking businesses, comprising NatWest and Royal Bank of Scotland, were £6.4bn in 2017, with operating profit of £2.4bn. Mortgage interest and fees accounted for 40% of revenues, or £2.6bn. Les Matheson is executive director, personal banking overseeing NatWest and also Royal Bank of Scotland retail banking.

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Historical profile information for NatWest


Recent stories from Adbrands Weekly Update:

Adbrands Social Media 22nd Jan 2019: "The Move". Not sure about that new slogan "We are what we do"; surely one of the most meaningless sentences of all time. But the new ad for NatWest from M&C Saatchi is rather good. British banking ads always tread a fine line between trying to be profound (like Lloyds) or too corny (like Santander). But this campaign strikes a nice balance with some good gags but not so many that it comes across as too flippant. NatWest has long positioned itself as the "friendly" bank and M&C's work does an excellent job of conveying that message. Anyone who's ever moved house will be more than familiar with these vignettes. I'm not sure how big a benefit it is to be able to sign the paperwork online, but perhaps with NatWest's remaining branches now almost as hard to find as a needle in a haystack, it's probably an increasingly important offer.


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