Coventry determined to remain mutual

The fifth largest building society in the UK, Coventry, has unveiled its ‘be better off’ campaign to reinforce its ‘TLC not PLC’ branding. The move comes just before the annual speculation over which building societies will become the target of carpetbaggers who wish to force demutualisation.

The campaign was devised by specialist financial services advertising and communications agency, Teamspirit, and uses customers experiences to try and show the benefits of mutuality.

Kirsty Maxey, director of Teamspirit, said: "Our strategy was to create a striking and impactful creative approach that would make consumers stop and think about what they are getting from their financial provider in terms of both service and product. With Coventry Building Society they could be better off on both counts."

Martin Ritchley, chief executive at the Coventry, said: "We have chosen an agency that not only understands our business needs but can deliver a creative solution that will continue to raise our awareness and reflect our values. We believe that this campaign will do just that."