Inclusive Planning: Breaking bias in the media industry

Wavemaker UK

Client: Nationwide Building Society

Over the last two years we’ve been on a journey to completely overhaul Nationwide’s strategic approach to planning, better resonate with diverse audiences, and break the ingrained biases that perpetuate the media industry.

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.