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Client: NatWest
Date: Dec 2020
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'Tomorrow Begins Today’ aims to drive re-appraisal of NatWest, modernising the bank to achieve sustainable growth.

Inspired by the NatWest Group purpose (to champion potential, helping individuals, families and businesses thrive) ‘Tomorrow Begins Today’ shows how NatWest empowers you to take actions today, so you can achieve your goals for tomorrow sooner.

Developed by The&Partnership, the campaign shows how taking small, simple steps, right now, like using the NatWest app to set a Savings Goal or track your spending against a budget, can make a positive difference to your financial future. ‘Tomorrow Begins Today’ is an aspirational promise, that NatWest will empower you to get where you want to be, and a rallying cry to stop procrastinating and take action. After all, starting can often be the hardest part, especially when it comes to getting your money in order.

The campaign ‘soft’ launches with radio, digital audio, social and print in December, with media planned by Zenith. The simplified, full-funnel comms plan unifies our motivating proof-points under our Big Idea, ensuring we change minds and behaviours. Further activity, including TVC, OOH and partnership, will follow in Q1 2021.