‘Hot coral thread’: Monzo’s top marketer on the importance of distinctive assets
Monzo’s new marketing boss says brands often underestimate the importance of distinctive assets as it launches its first brand campaign in five years.
By Molly Innes
Monzo has launched its first above-the-line brand campaign in half a decade, something its new top marketer says has been “a long time coming”. AJ Coyne joined the digital bank in January as its vice-president of marketing – a first-of-its-kind role for Monzo, with his first large-scale work with the brand, ‘Money Never Felt Like Monzo’, launching today across 14 channels including TV and out of home.
The competitive landscape for digital banks has changed in the five years since Monzo last put a brand campaign out into the world. Since 2019, Starling, Revolut and Chase – to name a handful – have been gaining ground and competing for market share in an already hotly contested market.
“We’re at a point in time where we wanted to drive more scale and introduce the Monzo message nationwide,” explains Coyle, who previously led consumer marketing at Klarna. He says investing in above-the-line is a “critical” part of achieving this.
