In an independent creative benchmarking review by Marketing Week, mark-making’s* press campaign for Nationwide was rewarded with the ‘highest level of motivation and involvement’, outperforming the financial category average.

The creative strategy focused on the building society’s ‘helpfulness’, adding a human touch to an apparently rationally based marketplace. The campaign was delivered through national press advertising, in branch collateral and online.

This industry peer recognition is a bonus addition to the campaign effectiveness stats that revealed a dramatic increase in the number of mortgage adviser appointments in all Nationwide branches.