Midland Revives 'Listening Bank.' (Midland Bank's Television Advertisement Campaign)

Article excerpt

The banking industry's claims that it has rehabilitated its poor image among customers are to be put to the test by a new TV campaign through Midland Bank.

Midland plans to axe its trademark blue sofa in the new campaign and will return to the 'Listening Bank' theme it dropped from its TV advertising five years ago.

At the time the Midland campaign was pulled, it and the other UK high-street bank brands were under pressure over their poor customer care, with the banking industry regularly topping public polls of service dissatisfaction.

However, Midland believes its service has dramatically improved and plans to make that the core of its marketing message.

New advertising breaking in March will revive the 'Listening Bank' theme first used in 1980. It will drop the blue sofa image, although this will continue to appear on credits for Midland's [pounds]2m sponsorship of ITV's Drama Premiere.

The new strategy, which will be developed across all forms of media, is currently at the planning stage. …

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