NAB unveils Business Banking campaign via TBWA, part of enterprise-wide marketing approach

NAB, Australia’s largest business bank, has today launched a new Business Banking campaign via TBWA, celebrating the power of partnership to fuel growth. The work builds on NAB’s enterprise-wide ‘Your Partner at Every Stage’ campaign platform, introduced in January to unite all marketing under its long-running ‘More than Money’ brand promise.

In this release, “Business” refers to NAB’s banking support for Australian businesses and their owners, from small and medium enterprises to larger organisations, backed by NAB’s specialists’ business bankers across its business and private banking and broader corporate banking capability.

True partnership fuels growth – from the spark of an idea to global expansion – and it’s a belief that sits at the heart of NAB’s DNA. The Business Banking campaign creative brings partnership to life through the story of a hot sauce brand’s journey from a kitchen bench to a thriving empire, using the metaphor of a stage to place customers in the spotlight, with NAB bankers as the supporting cast.

Says Elly Bloom, Executive Business and Private Banking Marketing at NAB: “Australian businesses of all shapes and sizes are the backbone of our economy. At NAB, we know the journey isn’t always linear, and that’s why we’re committed to being there at every stage, whether it’s starting out, scaling up or going global. The message is clear. Whatever role you need us to play, NAB is your partner for every stage of business.”

Says Sarah Tukua, Senior Client Partner at TBWA: “We approached this campaign like a piece of theatre where the customer owns the spotlight and NAB plays every role behind the curtain to make the performance possible. It’s a flexible storytelling construct with craft and intent: showing NAB as more than a bank, but a true partner in every act.”

Says Tess Eastcott Managing Partner at Mindshare: “Our goal was to deliver impact, context and timing to ensure NAB Business Bank is positioned as an active partner at every stage, not just a message in the background.”

Building on previous disruptive campaigns and multiple Effie wins delivered with TBWA and Mindshare, ‘Your Partner for Every Stage’ signals a multi-year creative and strategic direction for NAB. Every campaign, from home lending to business banking, will ladder up to a single customer-first promise: NAB will back you at every stage of your story.

Additional campaigns within this series will roll out over the coming months.

Client: NAB
Chief Marketing Officer: Natalie Lockwood
Executive Business and Private Bank Marketing: Elly Bloom
Executive Personal Bank Marketing, acting: Kay Pawson
Head of Group Brand, acting: Susanna Hondrokostas
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
Production House: Sweetshop 
Director: Beatrice Pegard
Producer: Helen Morahan
Managing Director – Edward Pontifex
Managing Director – Greg Fyson
Executive Producer: Kate Roydhouse
Production Designer: Michael Iacono
Edit & Post Production: ARC
Offline Producer: Winnie O’Neil
VFX Producer: Kani Saib
Editor: Johanna Scott
Colourist: Ben Eagleton
Finish Artist: Jesse Meha
Sound: Rumble

Photography + POV Content
Production House: Truce Production Co.
Direction: Jess Brohier
Producer: Carlos Zalapa
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
Client Partner: Mark Tzintzis
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

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