Whilst traditional banks close their branches and a flurry of digital-firsts enter the market, Metro Bank - the first new bank to open on the High Street for over 150 years - is challenging the status quo. Mr. President helped uncover their most compelling point of difference: their people. Metro Bank is innovating people back into banking and their staff are not just any people - they're "people-people". 

Having successfully launched the brand advertising campaign in 2020, our mission for 2021 was to help Metro Bank get small businesses up and running. We created a campaign that communicates the unique personal service that business customers receive - by highlighting Metro Bank’s Local Business Managers as they help three of their customers create radio ads. 

True to “People-people banking”, Metro Bank assigns business customers a Local Business Manager. They are a personal point of contact who are always on hand with ideas to help customers' businesses move forward. Naturally many customers feel their Local Business Manager is an integral part of their business.

The hero channel was audio - including bespoke customer ads for the three businesses. This was supported by digital channels and a publishing partnership with the Guardian.