Y&R NZ 2013
In 2013, The Co-operative Bank had an ageing customer base, and acquisition wasn’t matching churn. Their rivals had more products, bigger brand networks, and massively bigger budgets. And a marketing focus on who ‘owned’ the bank, just wasn’t resonating.
But at their core, lay a strong, simple truth. They were the only bank set up to make their customers better off - not their shareholders.