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NatWest is walking the mortgage mean streets with Chandleresque ads

NatWest is unveiling a new trade advertising campaign to relaunch its mortgage intermediary service and raise its profile with brokers, IFAs and estate agents.

The bank says the ads by its agency TBWA/GGT Direct are moving away from rate-based advertising used by competitors by developing a campaign inspired by the crime writing of Raymond Chandler.

All the ads have the theme of how NatWest can solve mortgage cases for intermediaries and clients.

Featuring real case histories, the ads are intended to show how the service that NatWest offers intermediaries can help them meet client requirements, especially those in unusual circumstances.

Trade press advertising starts this month and will be supported by sales aid literature, customer promotional material and direct mail later in the year.

As part of its drive to increase sales through the service it is also planning to launch a phone helpline for intermediaries to support its face-to-face team of relationship managers and to start selling its NatWest One current account mortgage through that channel.

NatWest head of mortgage sales Charles Haresnape says: “As part of the relaunch of our interme-diary service, we are moving away from rate-driven advertising.

“The campaign brief was to cut through the noise in the market to find a point of difference.”

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