National Australia Bank has launched a new enterprise-wide brand platform, unifying all of its marketing under a single creative idea for the first time.
Developed with TBWA and media agency Mindshare, ‘Your partner for every stage’ brings together NAB’s activity across personal, business and private banking under its long-standing ‘More than money’ brand promise.
Aligning NAB’s marketing under one platform
The campaign marks the first time NAB has aligned all marketing efforts under a single creative framework, aiming to deliver a consistent message across every customer touchpoint.
Built around the idea that Australians are navigating increasingly complex financial journeys, the work positions customers as the protagonists of their own stories, with NAB playing a supporting role at each life and business stage.
From buying a first home to building or scaling a business, the bank is framed as a long-term partner rather than a transactional service.
Customers centre stage, bankers in supporting roles
Creatively, the campaign uses the metaphor of a stage, placing customers front and centre, while NAB bankers serve as the supporting cast, stepping into different roles as customers need at any given moment.
The platform is designed to highlight both NAB’s digital tools, including the NAB App, and the role of its bankers in providing guidance and advocacy.
The blend of technology and human support is positioned as a key differentiator.
Trust, consistency and long-term commitment
The launch comes as NAB points to improving trust metrics across the banking sector. According to Roy Morgan data referenced in the campaign, NAB has entered the top 20 most trusted brands in Australia, with customers rewarding banks that demonstrate stability and long-term commitment.
NAB chief marketing officer Natalie Lockwood said the campaign reflects the bank’s purpose and relationship-led approach.
“Our purpose is to back the optimism and ambition of our customers. ‘Your partner for every stage’ brings that to life in a way that’s honest, real and recognisable to millions of Australians,” Lockwood said.
“Life doesn’t move in straight lines. Plans change, goals evolve, and support matters more than ever. This campaign reflects our commitment to stand beside our customers, not just at the big moments, but through every stage that shapes what matters most.”
Built for longevity across channels
TBWA executive creative director Matt Stoddart said the platform was designed to be scalable and enduring.
“We set out to create a campaign that feels unmistakably NAB; grounded, insightful and built around real partnership,”
Stoddart said. “Using the stage metaphor allowed us to show the many roles a banker plays in a customer’s world. It’s a creative idea with longevity, scalable across channels, and true to the brand’s DNA.”
From a media perspective, Mindshare national CEO Maria Grivas said the launch reflects a holistic approach to enterprise marketing.
“As a long-term partner of NAB, our team couldn’t be more excited to see our shared work live and in market,” Grivas said. “Our brief at Mindshare was to deliver a high-impact launch through media, integrating brand and product holistically for stronger results across the enterprise.”
National rollout and multi-year direction
The campaign is rolling out across television and streaming, BVOD, YouTube, social and digital platforms, cinema, and integrated content environments.
Premium out-of-home placements will feature in airports, major transit hubs and large-format sites, including Bolte Bridge and Glebe Silos.
Credits
Client: NAB
Chief Marketing O9icer: 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 O9icer: Paul Reardon
Executive Creative Director: Matt Stoddart
Creative: Ben Ryding
Creative: Claudia Sarosiek
Managing Director: Ricci Meldrum
Senior Client Partner: Sarah Tukua
Confidential – Not for Public Consumption or Distribution
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 O9icer: 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
Post Production: ARC
Sound: Rumble
Photography + POV Content
Production House: TRUCE
Direction: Jess Bohier
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 O9icer: 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