Integrated brand strategy
Younger customers aged 25 to 44 often felt that banking brands didn’t reflect their complexity or offer enough choice, despite P&N’s strong brand equity built since 2015.
We refreshed the long-running 'Power of &' platform to address this, grounding the campaign in the insight that people are complex and often hold multiple, sometimes conflicting preferences at the same time.
Using a central character who shifted between different personalities and moods, the work reflected real human contrasts and reinforced P&N’s belief that banking should adapt to people, not the other way around. Rather than forcing customers into a single way of living or banking, the campaign showed that P&N understands choice, individuality and the reality of modern life.
The refreshed platform launched across TV, OOH, radio and social, helping make the brand feel more relevant and meaningful to a new generation of customers.
I worked closely with John Linton (Head of Strategy) supporting the development of the campaign through audience, category and cultural research. I helped identify key tensions shaping the lives of younger banking customers and contributed to the development of early strategic territories for the brand to explore.
I also supported the synthesis of research into clear strategic direction, helping ensure the refreshed platform stayed true to P&N’s customer-owned, people-first positioning while evolving to meet the expectations of a new audience.
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