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Nationwide is much needed... in spite of the advert
Evening Standard
|November 17, 2023
NATIONWIDE chief Debbie Crosbie still won't say how much she has paid Dominic West for those ridiculous TV ads, where he plays a bad banking boss goon, the cost-cutting chief of Any Bank plc.
The ads are part of the biggest rebrand of the society in 40 years, or even perhaps since this stalwart of the financial scene first began its noble work in 1884.
If you and I think it mockable - I do - Crosbie makes the point that there are millions of potential younger members who don't know what mutuality means.
To them, the gap between the nation's biggest building society and any big bank is hard to discern. Hence the need to make the point clear with a hammer rather than a paint brush.
Dit verhaal komt uit de November 17, 2023-editie van Evening Standard.
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