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Nationwide, the UK's biggest building society, claims to be launching a "unique" television campaign that marries brand ads with product and direct-response TV spots, in a move to trump its bigger "plc" rivals.
Head of brand strategy Peter Gandolfi believes the mix is "unique" in UK financial services advertising and signals a change in strategy for the mutual.
Leagas Delaney brand spots, starring the Mark Benton bank manager character, will...