Nationwide has appointed digital agency Tribal DDB to handle its
£4m advertising and media business in a bid to attract customers
through its nationwide.co.uk web site.
Nationwide was the first high street brand to launch internet banking in
1997, and its site has amassed one million customers. But according to
web measurement firm Nielsen NetRatings, it lags behind Egg, Lloyds TSB
and Barclays in terms of online registered users.
"We now have a high volume of registered users, but need to step up our
efforts to turn clicks into sales," said Mick Hodgson, senior marketing
manager for e-commerce at Nationwide. "It's a big task that involves all
online advertising and distribution with the key internet portals."
Tribal DDB, part of the OMD network, will be charged with developing
creative executions for all online advertising as well as handling media
planning and buying.
Tribal DDB won in a three-stage pitch against seven other agencies that
was whittled down to a final round shootout against Ogilvy Interactive
and All Response Media.
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