Lloyds Bank brings ‘Good Things’ to new business-focused campaign


Lloyds Bank has launched its new campaign for the Business & Commercial Banking services arm of its business, amplifying good news stories from a selection of its British business customers.

Good Things

Titled “Good Things”, the campaign created by adam&eveDDB, with media buying and planning from media agency Zenith UK, is a counterpoint to today’s tough macro-economic climate.

The Campaign is a much-needed reminder for business owners worn down by gloomy financial news, even in hard times, there are still good things going on, building on Lloyds Bank’s iconic “by the side of business” brand promise.

The stories in “Good Things” focus on key themes including innovation, productivity and sustainability across a variety of sectors, with adam&eveDDB’s creative centring around a timestamp which highlights businesses in motion, all set to the soundtrack of Fatboy Slim’s uplifting anthem ‘Right Here, Right Now’.

As part of the wider campaign strategy orchestrated by Zenith UK, Lloyds Bank has partnered with News UK to commission YouGov research looking at what’s happening in British businesses.

The data will inform the content of the campaign and ensure that the news and insights featured are continually new.

The research partnership is supported by impactful media placements across various channels to drive greater relevance at key times throughout the day, including dynamic time-targeted OOH, BVOD and CTV as well as national press, social and online video.

Dan Stewart, Head of Marketing, Lloyds Banking Group said: “‘Good things’ is the next evolution of our By the Side of Business campaign, emphasising the resilience we see every day across our business customers.

“In spite of testing times, British businesses have risen to the challenge in new and innovative ways and this campaign will uncover how they are finding these growth opportunities and shine a light on some of the success stories.”

Natalie Cummins, CEO, Zenith UK commented “This campaign doesn’t only highlight great things happening in UK businesses today, but uses in-the-moment data to show just what shape this is taking. Truly by the side of British business.”

The campaign launched 5 June, running for a period of six weeks, driving the campaign is Lloyds’ ambition to make its Business & Commercial Banking division the best bank for business, building its digital offer and leading the way in sustainability and inclusion.