NatWest Savings Index: Reinventing Media Planning​

Client: NatWest

Savings should anchor financial wellbeing, but with 2 in 5 UK adults holding less than £1,000, Britain's safety net was fraying. And when people sought help, they weren't turning to banks. Algorithms had become the new financial advisors.​

Rather than optimising channels or audiences in isolation, we engineered a connected discovery ecosystem where every touchpoint reinforced the next. A dedicated "craft and data" squad, embedded within NatWest's digital team, removed the barriers between planning, creation and activation, transforming behavioural insight into AI-ready content structured for both search engines and LLMs, then amplified through community and paid channels alike.​ This reinvented how media planning itself worked in an ambient-AI era.The result? A 168% surge in account openings, and NatWest became #1 for organic and machine-cited savings advice.​ NatWest didn't just enter the conversation. It became the answer.​