Bank of Ireland has launched a new brand platform and campaign called “Right With You.
The new platform and campaign was developed in partnership with The Bank Collective by WPP, with Folk VML as creative lead. Other agencies involved in the collaboration include Oliver Ireland and media agency OMD.
The new campaign is running across TV, video-on-demand, social, digital, audio, and OOH as well as branch and ATM integration, and it kicked off with a series of integrated campaigns, showing how Bank of Ireland “supports customers in real financial moments – managing everyday money with confidence, staying ahead of fraud, building their business and helping their children build financial confidence.”
“Confidence is one of the most powerful drivers of economic behaviour. When people feel confident when they’re making financial decisions—no matter how big or small—they thrive,” said Laura Lynch, CMO, Bank of Ireland.
‘Right with you’ is built around that insight. It’s not a campaign line, but a long-term brand platform designed to reflect how Bank of Ireland supports customers. in making confident financial decisions. It provides a clear and consistent expression of our commitment to customers across the organisation, aligning our people around a shared ambition to support financial confidence when it matters most—now, and for generations to come,” she added.
According to the bank, each execution is built from the same core idea, using emotionally resonant storytelling to earn attention while building brand recognition, meaning and commercial impact.
“Our job is to help clients earn an unfair share of attention and use creativity as a multiplier for effectiveness. What I love about this work is the clarity the Bank of Ireland team brought to the challenge from the start. ‘Right with you’ gives Bank of Ireland a simple way to show the power that financial confidence can have on people’s lives,” said Abi Moran, CEO, Folk VML.
“Creative quality is one of the biggest profit drivers marketers control. That’s why Bank of Ireland team have launched four brilliantly integrated campaigns built around emotionally resonant storytelling. It’s the human details and real-life moments that truly make ideas feel more, be more memorable, and ultimately be more effective,” Moran added.
Credits
Client: Bank of Ireland
Group Chief Customer Officer: Aine McCleary
Group Chief Marketing Officer: Laura Lynch
Group Director Brand & Sponsorship: Paula MurphySenior Marketing Manager – Brand, Strategic Projects: Rob Hyland
Senior Marketing Manager – Brand: Eimear Hogan
Senior Marketing Manager – Brand: Naomi Keating
Brand and Communications Manager: Nicky O’Donovan
Agencies: The Bank Collective, Oliver Ireland
Chief Creative Officer: Karl Waters
Associate Creative Director: Steve Kelly
Art Directors: Orla Byrne, Laura O’Carroll, Richard Glendenning
Copywriters: Lisa O’Hanlon, Ted Barry, Simon William Johnson
Chief Executive Officer: Abi Moran
Managing Director: Enda Kelly
Strategy Director: Kim Comiskey
Business Director: Conor Thompson
Account Director: Luke Mulligan
Senior Account Manager: Emily Hull
Producers: Michael Cullen, Eric Brindley
Production Company: Butter
Director: Lorcan Finnegan
Executive Producer: Michael Duffy
Media Agency: OMD
Client Development Director: Rikky Britton
Business Director: Lynn Brennan
