Nationwide awards brand refresh brief to NCA, new CMO kicks off tenure

Alex Sword


The Financial Services Forum

Nationwide, the UK’s largest building society, has appointed New Commercial Arts (NCA) as its brand and customer experience agency as the mutual’s new CMO gets to work.

NCA will work on a refresh of Nationwide’s brand across its communications and customer experience. The appointment follows a pitch process run through the Oystercatchers consultancy.

Catherine Kehoe, Chief Marketing and Corporate Affairs Officer at Nationwide Building Society, said: “During the pitch process, we had the privilege of meeting a number of outstanding agencies. It was clear that NCA stood out in terms of strategic vision, creative and customer expertise. They are the perfect partner as we build Nationwide’s next chapter as a best-in- class brand with superior customer experiences”

James Murphy, CEO at New Commercial Arts, said: “Nationwide is one of the most trusted UK brands and we can’t wait to start telling their story to the world as we begin building on its unique model and purpose.”

Nationwide has tied its brand as a mutual to the cost of living crisis, taking it as an opportunity to explain the benefits of mutuality to a much wider audience. As well as being one of the first providers to launch a cost-of-living hub on its website, the mutual has also run online and in-branch events to provide help to members with managing their money during these challenging times.

It ran an episode of its flagship ‘Voices’ series focused on the cost of living and took part in a dedicated ad break about the challenges on Channel 4.

The news came the week after Nationwide announced new CMO Catherine Kehoe had begun her role after her appointment was announced in August. She joined the building society after 15 years at Lloyds Banking Group, where she was most recently Chief Customer Officer.

Catherine commented: “Nationwide has a unique opportunity in the current climate. Society has never more deeply needed a financial institution that truly rewards its customers. I’m excited to be a part of this modern mutual that rewards both its members and broader society.”

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