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Karmarama launches new banking service ‘B’ with integrated campaign

We are very excited to reveal our launch campaign for Clydesdale & Yorkshire Bank’s new digital banking service B. The campaign includes work from a range of disciplines including TV, direct response, content, online, digital, CRM, DM, PR, staff engagement and social.
The revolutionary new service, launched by Clydesdale and Yorkshire Bank, which feels more like a lifestyle app than a banking app, uses AI to analyse spending habits to deliver tailored financial insights. Greater control, transparency and insights on spending and saving allow customers freedom from money worries and free to be all they can be. The name ‘B’ plays on the concept of freedom – to ‘be’ – capturing the essence of the service as a tool for being in control of your money, being pioneering, being creative and being inspirational.


As well as the launch campaign, we have created explanatory demo content on the site and data-driven content, which has been created and served to different segments, to identify moments at which customers are making large financial decisions such as planning a wedding.

Helen Page, Propositions and Marketing Director, at Clydesdale and Yorkshire Bank, said:


“We wanted our new banking service to be built around customers, to help them enjoy their money and feel more in control of their lives. Karmarama have been a core part of our team, developing the strategy, purpose and positioning for our new brand. The big idea for the communications, created by Karmarama, has allowed us to build a truly integrated multi-channel launch campaign; whilst The Partners did an excellent job in helping us to create an approachable brand identity that puts the user at the very heart of the experience.”

James Denton-Clark, Managing Director at Karmarama added:


“Being part of the launch of a new banking brand has been incredibly exciting. We share a vision with our clients at Clydesdale and Yorkshire Bank to solve real problems using cutting edge creativity and technology as well as good old fashioned gusto”.



Karmarama is the UK’s most progressive creative agency, part of Accenture Interactive, working across advertising, PR, data-driven communications, mobile platforms and products, digital and innovation. The agency is known for its ability to blend creativity, digital and data, to help brands better engage with consumers. Or as Karmarama calls it – Connected Creativity. It is one of the most effective agencies in the UK and has won the DMA Grand Prix for the last two successive years, in 2017 for its work for the Army. It was again the highest ranked creative agency in the Sunday Times Top 100 Companies to Work For in 2018.