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Inclusive Planning: Breaking bias in the media industry
Wavemaker UK
Client: Nationwide Building Society
In this ongoing strategic process, we have transformed our understanding of diverse communities across the UK, deep-dived into Nationwide’s channel and partner mix to identify shortfalls in reaching them, and so far have spent £1.6m actively diversifying our media plans. As a result, we’ve seen brand health increase by 18.5% amongst ethnically diverse audiences and a higher number of current account switchers from these groups to Nationwide.