TSB: Local banking for Britain

TSB: Local banking for Britain

When TSB launched in 2013, its mission was clear, bring more competition to UK banking and ultimately make it better for everyone. The insight at the heart of the brand was equally simple: when people help people, we all thrive together. TSB isn't like other banks, and we made sure everyone knew it.

Our Local Banking for Britain platform gave that community-focused purpose a powerful external voice, running across advertising, social, content, mobile UX and brand CX. The Five Cats campaign became the most persuasive banking communication of its time, making TSB the most recommended high street bank and the fastest growing, with over 1,000 new customers joining every day.

For six years we were deeply embedded across every aspect of the business, from brand to customer experience, before relaunching TSB's Business Banking proposition in 2019.