Skipton Building Society, the UK’s fourth-largest building society, has appointed Jaywing as its strategic agency partner to develop the brand’s story and provide long-term strategy and creative.
Jaywing will be responsible for creative brand strategy and execution, building on Skipton’s iconic castle brand mark and developing creative concepts, leading with TV, digital channels and print.
The partnership will see Jaywing direct the strategic roadmap for the brand over the next three years.
Established in 1853, Skipton Building Society has 88 branches across the UK, assisting over 1 million customers. With a founding purpose of helping people into homes and to save for a better future, it offers savings, mortgages and financial advice to help customers achieve their future goals.
Jaywing was awarded the contract after a competitive four-way pitch.
Lynne Cook, head of marketing at Skipton Building Society, said: “Jaywing absolutely understood what we wanted to achieve and identified what makes us different, demonstrating how we can continue to evolve the brand and attract new audiences, while remaining relevant and without losing the equity we’ve gained over the years.
“We wanted a true partner agency that really challenged our thinking and Jaywing did just that – we’re really excited to be working with the team.”
Karl Stones, executive creative director at Jaywing, commented: “Skipton Building Society is on an amazing journey and has already built a strong brand and a glowing reputation.
“The aim over the next three years is to help optimize the brand with some big, unified thinking across all channels – from TV to social and everything in between. It’s been an incredible win for us, being up against some real quality UK agencies, so it’s a real positive validation for the strength of our agency proposition and our creative and strategic thinking.”
Andrew Fryatt, chief executive officer at Jaywing, said: “It’s fantastic to be working with such a prestigious brand as Skipton Building Society and we’re excited to help them develop a strong brand strategy, as well as execute that creatively across all channels.”