The homeowner as the lead.
NAB is unifying the bank's marketing in its next 'Your Partner At Every Stage' campaign, 'home', via TBWA\ and Mindshare.
“A home is more than a transaction; it’s one of the most powerful and emotional foundations people can build in their lives," said NAB executive, personal bank marketing, David Hirsch.
"This campaign is a celebration of that ambition, and a reminder that when Australians step into the homeownership journey, NAB is right there with them."
Building on previous campaigns and multiple Effie wins delivered with TBWA and Mindshare, ‘Your Partner At Every Stage’ signals a multi-year creative and strategic direction for NAB.
The homeowner is the lead, with their ambition as the storyline. NAB bankers play the supporting cast, with the people behind the scenes helping customers navigate challenges.
“Our goal was to demonstrate that no matter what the home-buying journey looks like for our segments, NAB can support any stage of that journey," said Mindshare managing partner, Tess Eastcott.
"This is delivered through high-reaching and impactful channels, contextual placements, and tactical segment strategies.”
Credits:
Client NAB:
Chief Marketing Officer: Natalie Lockwood
Executive Business and Private Bank Marketing: Elly Bloom
Executive Personal Bank Marketing: David Hirsch
Executive Group Brand: Tony Tsianakas
Supported by their Marketing teams across Strategy, Creative, Brand Identity, Media, and Scheduling.
Creative Agency TBWA:
Chief Creative Officer: Paul Reardon
Executive Creative Director: Matt Stoddart
Creative: Ben Ryding Creative: Claudia Sarosiek
Managing Director: Ricci Meldrum
Senior Client Partner: Sarah Tukua
Senior Business Director: Jade Mittermair
Senior Business Director: Sarah Cox
Business Director: Nicola Draschl
Senior Business Manager: Sophie Ford
Business Manager: Primrose Laurie
Business Manager: Anita Condello
Chief Strategy Officer: Elly Liley
Planning Director: Zac Martin
Head Content Producer: Joel Morgan
Senior Producer: Melina
Flood Producer: Alana Taylor
Design Lead: Caitlin Gmehling
AV
AV Production House: Sweetshop
Director: Beatrice Pegard
Post Production: ARC
Sound: Rumble
Photography + POV Content
Production House: TRUCE
Direction: Jess Bohier
Content Director: Alana Taylor
Retouching +3D: Visual Thing
Retouching: Kyle Black Content
Colour Grade: Crayon
Sound: Rumble
Media Mindshare:
Managing Director: Chris Solomon
Managing Partner: Tess Eastcott
Chief Product Officer: Gavin Gibson
Group Strategy Director: Dom Dipple
Head of Planning: Laura Fell
Group Planning Director: Alex Fleming
Group Investment Director: Leah Armstrong
Implementation & Activation Associate Director: Leah Moriarty
Implementation & Activation Associate Director: Derya Parbo
Connections Planning Director: Marcus Perham
Group Performance Director: Autumn Martin
Implementation & Activation Director: Lachlan Davis
Implementation & Activation Director: Santosh Saran
Implementation & Activation Director: Chris Mizeracki
