Compare the Market says the titles reflect “two crucial areas” for the business. Tom Wallis, who joined the business as chief revenue officer last year is now chief customer officer, while Mark Vile, who has been CMO since 2017, is now chief brand officer.
The financial services firm is bolstering its brand marketing capabilities with the creation of a new role dedicated to growing its “market visibility”.
Wise has driven much of its growth to date through word of mouth, but having evolved its proposition, the international banking platform believes now is the time to launch its first global brand campaign as it looks to build awareness.
Saga cut marketing spend by £4.2m in 2024, pausing investment in some areas of its insurance business in a challenged market.
Nationwide’s ad being banned for misleading customers over store closures has left more than a third of consumers feeling more negatively towards the brand.
The building society has brushed aside the ban for “misleading” claims over brand closures, updating its adverts with renewed branch pledge.
After a series of complaints, including from rival Santander, the ASA ruled consumers may be led to believe the building society would not close branches in the long term.
The bank’s marketing director Dan Sherwood is being promoted to lead the newly merged marketing team.
BNY Mellon is the oldest bank in America but it has a huge perception problem. Its CMO is tackling this by adopting startup cultures and engaging with the whole business.
The online-only bank has launched a new brand platform, as it believes it has hit its goals around awareness and is now prioritising brand salience.
Former Confused.com CMO Samuel Day will join Direct Line Group to lead its marketing function on an interim basis, as it prepares to welcome a new chief executive and enter “its next growth phase”.
The Post Office has taken a hit across key brand metrics including buzz and reputation.
The bank’s mascot-led campaign defeated Guinness in the final to take home the grand prize.
By overhauling its approach from B2B demand generation to human-centric brand building Sage changed perceptions, drove sales and improved its ROI.
The bank galvanised the wider financial sector to raise awareness of the damage caused by economic abuse, driving consideration in the process.