NAB launches new ‘More Than Money’ campaign ahead of CMO departure
National Australia Bank (NAB) has launched the latest iteration of its ‘More Than Money’ brand platform, showcasing its position in “empowering customers to make better financial decisions”, via TBWA\Melbourne.
The campaign, ‘Wrangle Your Money’, comes just a week after chief marketer Suzana Ristevski announced she would be moving on from the bank after seven years.
Ristevski is set to take on the head of marketing role at Google ANZ, replacing Aisling Finch, starting in June.
On the campaign, she said: “We know our customers are being really considered around how they spend their money right now. They need to make a lot of decisions, through which NAB supports them and helps them feel confident they are making the right financial decisions – no matter how big or small.”
Elly Bloom, NAB executive business and private bank marketer, added: “By unifying brand and product under a single platform, the creative and media halo has driven stronger campaign results across the bank.”
The campaign will run across TV and cinema, with more assets to launch across OOH, social, display, radio and owned channels in the coming weeks.
“First it was a house being chased by a Kingswood, and now we have stampeding baby furniture and a wild, bucking cot,” said Matthew Stoddart, ECD at TBWA\Melbourne.
“This campaign is another fantastical and memorable chapter to add to the story of how NAB supports and empowers their customers.”
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Credits:
Creative agency: TBWA\Melbourne
Chief Creative Officer: Paul Reardon
Executive Creative Director: Matt Stoddart
Creative: Kale McRedmond
Creative: James Southey
Head of Planning: Virginia Pracht
Planning Director: Zac Martin
Senior Producer: Janine Wertheim
Producer: Alana Taylor
Managing Director: Ricci Meldrum
Client Partner: Sarah Tukua
Senior Business Director: Jade Mittermair
Business Director: Ella Hine
Business Manager: Sophie Ford
Client: NAB
Suzana Ristevski: Chief Marketing Officer
NAB – Group Brand Marketing
Hristos Varouhas: Acting Head of Group Brand
Sue Brailsford: Manager, Brand Management
Alastair Sykes: Senior Consultant, Brand Management
Jess Hughes: Manager, Brand Campaign Delivery
Johannes Samson: Senior Consultant, Brand Campaign Delivery
Nicole Bishop: Consultant, Brand Campaign Delivery
Mitch Anderson: Consultant, Brand Campaign Delivery
Lizzie Barclay: Consultant, Brand Campaign Delivery
Susanna Hondrokostas: Manager Brand Identity, Group Brand
Minh Tang: Senior Consultant, Brand Identity
NAB – Business Bank Marketing
Elly Bloom: Executive Marketing, Business & Private Bank
Simon O’Connor: Head of Marketing Metro & Specialised, Regional & Agri
Katherine Venus: Head of Small Business & Digital Marketing
Keegan Nash: Consultant, Creative & Content
Donna Reynolds: Senior Consultant, Marketing Campaigns
Amy Papamarkou: Analyst, Creative & Content
Amy Vo: Senior Consultant, Media Personalisation
AV
Production house: Good Oil
Direction: Dave Wood
VFX: Alt
Sound: Rumble
Photography: Billy Plumber
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Campaign
Elly Bloom
Matthew Stoddart
More than Money
NAB
National Australia Bank
Suzana Ristevski
TBWA\Melbourne
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