Sara Bennison: leader of year?

A sneak peek at who's in the running to be Marketing Leader of The Year 2017 - we interview Sara Bennison, CMO, Nationwide 

 

Joining Nationwide as its first ever CMO you described initial fears of being ‘a strange being’ at the boardroom table. What did you do to build your case? 

I was given some very wise advice which seemed to do the trick.  That was to make sure that you establish yourself first as a peer in order to build credibility.  And second as a marketer.  That way you have people’s trust that you understand all the elements of the business so they don’t regard you as entirely mad when you launch a campaign using poetry to promote the brand!

 

Why did you decide poetry was the right medium for your brand?

Building Societies were created by ordinary, working people coming together to achieve something they could not alone, giving members a safe place for their savings which in turn allowed others to buy homes.  That concept of membership is still core today and we wanted to give a powerful voice to the hopes, dreams and fears of our members today.  But we also needed to stand out and be noticed as something very different from a bank.  Spoken word was the medium that allowed us to square that apparent circle.  

 

What does bold marketing leadership look like?

Having the courage of your convictions and resisting the safety net of simply beating the category norm. 

 

What’s the bravest thing you’ve ever done at work?

Moving from a career in advertising agencies, which I knew so well, to ‘the other side’ which felt in many ways like starting over as it was so unexpectedly alien.

 

What’s the hardest part of your job?

Staying focussed when there are so many ideas and possibilities out there.

 

What advice would you give others earlier in their career looking to become successful marketing leaders?

Be kind.  Be curious.  Welcome change.  Stop when you stop enjoying it.