NAB rebuilds trust in the latest campaign via Clemenger

By Paige Murphy | 8 July 2019

NAB has released the latest instalment of its More Than Money campaign which rolled out nationally through TV, digital and social on Sunday 7 July.

Created by Clemenger BBDO, This is the Story of Progress celebrates Australians’ journeys of progress and NAB’s commitment to progress as a bank.

NAB executive general manager, marketing and customer experience Suzana Ristevski says that as the bank has evolved so too has the advertising and marketing campaign.

“NAB has been working hard to earn trust back in the community and being the bank customers can rely on throughout their lifetime,” Ristevski says.

“This is the story of progress is a celebration of all the incredible moments of progress that occur across our country every day.

“It also represents our commitment to back Australians and the nation, to continue to support all parts of progress, both momentous and the first small step.

“Whether it’s quitting the nine to five to launch a business or buying a property, building the family farm or taking that dream holiday with loved ones - we want to be there supporting progress every step of the way.”

Clemenger BBDO executive creative director Richard Williams says this campaign reminds us of the strength in NAB being a bank that is more than money.

“This is the story of progress continues to underpin the moments in life that can truly be enjoyed when you know you have the backing along the journey,” he said.

“Australians are big dreamers with bold ideas, who rarely give up easily and this campaign is about bringing to life their stories and saying yes we’ll be there for you.

“In addition to the film, the campaign is supported by social content, which depict further individual stories of progress, radio and a landing page outlining what progress means for NAB’s 9 million customers.”

The 'More Than Money' tagline has been a part of the bank's branding since 2016, re-positioning itself under former chief marketing officer Andrew Knott to challenge the cynicism around the banking category.

At last year's AdNews Media + Marketing Summit and during the wake of the Royal Banking Commission, former NAB general manager of brand experience Michael Nearhos said the More Than Money campaign was an “un-bank like” approach which showed the bank continuing to fight the cynicism around its services and centre its campaigns around Australians.

Last year, the bank overhauled its marketing team following the departure of both Nearhos and Knott which saw Suzana Ristevski take on the newly created role of executive GM, marketing and customer experience to replace both roles.

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