Bank of Ireland Launches New Brand Strategy to Bolster Consumer Confidence

Bank of Ireland has introduced a new brand platform titled “Right with you,” developed in collaboration with The Bank Collective by WPP and Folk VML as creative lead. The initiative aims to address consumer anxieties by positioning the institution as a partner in financial confidence, utilizing integrated campaigns that emphasize fraud protection, business development, and financial literacy.

Background and Context

The launch of the platform represents a strategic shift in how the financial institution communicates with its market. According to Laura Lynch, Chief Marketing Officer at Bank of Ireland, the move is predicated on the insight that confidence is a primary driver of economic behaviour. Rather than a temporary advertising campaign, the initiative is structured as a long-term brand platform intended to align the organization’s internal culture with its public-facing commitments. The messaging focuses on helping customers manage money and stay ahead of fraud in a volatile economic climate.

Key Figures and Entities

The development of the “Right with you” platform was led by Folk VML, under the leadership of Chief Executive Officer Abi Moran. Ms. Moran stated that the agency’s objective was to use creativity as a multiplier for effectiveness, helping the client “earn an unfair share of attention.” The creative team includes Karl Waters as Chief Creative Officer and Steve Kelly as Associate Creative Director. On the client side, the project was overseen by Aine McCleary, Group Chief Customer Officer, and Laura Lynch, Group Chief Marketing Officer.

Legal and Financial Mechanisms

While the platform is primarily a marketing vehicle, its underlying themes intersect with regulatory compliance and financial stability. The campaign explicitly addresses the need to help customers “stay ahead of fraud,” a critical area of concern for banking regulators. By integrating these messages into emotionally resonant storytelling, the bank aims to reinforce trust in its financial safeguards. The strategy leverages creative quality to drive commercial impact, a principle highlighted by Folk VML’s leadership as a controllable profit driver for marketers.

International Implications and Policy Response

This launch reflects a broader trend in the banking sector where institutions are attempting to rebuild or maintain trust through narrative-driven platforms. As financial markets face uncertainty regarding consumer spending and economic growth, banks are increasingly relying on brand strategy to differentiate their services and demonstrate a commitment to customer welfare. The emphasis on supporting businesses and financial literacy also aligns with policy goals aimed at fostering long-term economic resilience.

Sources

This report draws on public statements and press releases issued by Bank of Ireland and Folk VML, as well as official credit listings for the campaign released in 2024.