### __This year, Teamspirit turns the big three-oh. 30! Putting aside our party hats and cake, we took some time to gather 30 memorable slogans or phrases used by financial brands over the last 30 years.__

Honestly, it was a lot of fun and there are some on the list that really stand the test of time - bravo to the clever souls who came up with them. And some we can even picture in our minds, they left that much of an impression. Clearly there’s something beneficial about having a catchy phrase that sticks in people’s minds.

Anyway, without further ado, here’s our 30 Series: 30 Slogans. Take a look and see how many you remember:

## 2010s - now
1. Money feels different on Monzo (Monzo)

2. Smoooth payments (Klarna)

## 2000s
3. Who gives you extra? (Halifax)

4. Life flows better with Visa (Visa)

5. Fluent in finance (Barclays)

6. The unexpected bank (First Direct)

7. You only have to AXA (AXA)

8. Get the Aviva deal (Aviva)

9. Don’t get mad, get esure (Esure)

10. A good deal better (Direct Line)

11. Tax doesn’t have to be taxing (Inland Revenue)

12. Don’t be confused. Be confused.com (Confused.com)

13. Simples (Compare the Market)

14. Experience has its rewards (Saga)

15. Shrewd. Shrewder. Schroders (Schroders)

16. Insurance from A-Z (Allianz)

17. The world’s local bank (HSBC)

18. Because change happenz (Zurich)

19. What’s in your wallet? (Capital One)

20. New fashioned banking (M&S Bank)

21. We hate to be beaten (Travelex)

22. Let us quote you happy (Norwich Union Direct)

23. Don’t accept less than More Than (More Than)

24. On your side (Nationwide)

25. Citi never sleeps (Citibank)

## 1990s
26. Because life’s complicated enough (Abbey National)

27. We’re run to make you richer (Cheltenham & Gloucester)

28. Give the dog a phone (Churchill)

29. Don’t leave home without it (Amex)

30. For everything else, there’s Mastercard (Mastercard)

![TS30 Timeline Carousel Posts Slogans V1.2 2](//images.ctfassets.net/sxw14dxmazhg/1GFkuUvYDPAwbLP9amdJaX/d754ecb41ae79b9d0402ce00dfdef497/TS30_Timeline_Carousel_Posts_Slogans_V1.2_2.jpg)

This year, Teamspirit turns the big three-oh. 30! Putting aside our party hats and cake, we took some time to gather 30 memorable slogans or phrases used by financial brands over the last 30 years.

30 Series - 30 Slogans: how many do you remember?

Last year, [VCCP](https://www.vccp.com/) (our sister advertising agency) and [Cowry Consulting](https://www.cowryconsulting.com/) (our sister behavioural science consultancy) launched a report called ‘Cracking the Memory Code’, centred around techniques brands need to employ today to be recalled in a world of increasing comms volumes - and dwindling attention spans.

This year VCCP Media have tackled the same challenge from a complementary angle: how to put memory to work in your media planning and buying. To achieve this they’ve partnered with one of the world’s leading authorities on attention measurement: Dr Karen Nelson-Field.

You can download the short, accessible and practical report: ‘Hacking the Attention Economy’ below. It shows how while 85% of digital ads receive less than 2.5 seconds of active attention, the report shows how ads can drive memory in just 1.5 seconds, when specific brand assets are used.

Might be one of the most valuable 15 work minutes of the week.

__Yes, I want to read [‘Hacking the Attention Economy’](https://downloads.ctfassets.net/sxw14dxmazhg/19x3maciFbcgpGi0KHFVce/0a28546387ec1e3690a7182faae2449c/Hacking_the_Attention_Economy_PDF.pdf)__

Brands are unnecessarily wasting up to 66p in every £1 of their digital advertising spend. Is that you? A new report from our sister, VCCP Media, shows how some brands and media agencies are bucking this trend.

Is your brand’s budget struggling to ‘Hack the Attention Economy’?

I have told several of my friends and family that we’re launching Unity Works, a DE&I communications specialist proposition this month. I have been met - by and large - with a good giggle. 

I understand! It is not the natural year of diversity, equity, and inclusion. Political headwinds are blowing against ‘woke’ cultural movements, major US companies - including Google, JP Morgan Chase, Citigroup, and BlackRock [1] - are scaling back their DE&I policies and targets, and economic stagnation combined with tariff chaos means business leaders have other things to worry about. Perhaps it is a moment of madness. 

But I think there's a method in it too. 

There are three main issues facing businesses when it comes to marketing inclusion, and they’re not going anywhere. 

Firstly, __consumer spending power continues to follow authentic inclusive campaigns__. No cultural vibe shifts can mask the realities of an ever-more diverse population, and that diverse population wants to spend its money on brands doing things well. Adverts featuring black people perform better[2], 50% of people are more likely to recommend a product or service if their advertisements are diverse and representative[3], and 71% of LGBTQ consumers are more likely to interact with an online ad that authentically represents their sexual orientation[4]. With marketing budgets contracting, performance and ROI is everything; authentic inclusive campaigns are a financial must-have. 

Secondly, __regulatory and legislative pressure is bedding in, not backing off__. At a sector level, the FCA’s DE&I in FS consultation paper is crystal clear: “diversity and inclusion are regulatory concerns”[5]. Even with no new DE&I rules and regs[6], the FCA still plans to support industry initiatives which boost diversity. Concurrently, the Financial Reporting Council’s revisions to the Corporate Governance Code - which came into play this January - place additional pressure on Boards in particular, requiring a diversity of personal attributes, inclusive culture, and diverse executive pipeline for good corporate governance[7]. 

And at a broader policy level, last Autumn, the Labour Government announced a draft Equality (Race and Disability) Bill[8] confirming their intention to introduce a mandatory requirement for employers of 250+ employees to publish their disability and ethnicity pay gaps. While there’s no set date, it is likely the mandate for firms to have this data collected will hit within the next year - and this brings a whole host of challenges to communicate the findings well. 

Thirdly and lastly, all of those concerns about productivity, growth, and the bottom line are all well and good, but the UK is 80% service-led… and those services are driven by people. The __UK is heavily dependent on an engaged, happy, productive workforce__. Our recent research revealed that 71% of C-suites and HR Directors in the UK believe DE&I is going to be more important to prospective employees in the next couple of years. Businesses that fail to talk about diversity properly will fall behind in the recruitment race - and those that can run engaging, authentic, cool campaigns will be top of the list for young talent.

So with these three pressures, AND a more complex societal conversation, it actually feels like businesses are crying out for expertise more than ever before. 

That’s why we’re launching Unity Works, and why we’re launching it now. We can use our truly second-to-none specialist skills, across strategy, PR and research, social and search, digital development, content, and creative to solve client communications challenges which link to diversity, equity, and inclusion. We can do it as consultants, balancing business needs with communications excellence. And we can do it with passion, energy, and authenticity - we love inclusive comms, and we’re here to help you love it too. 

To find out more about Unity Works, check our our webpage [here](https://www.teamspirit.co.uk/insights/unity-works) or email [unityworks@teamspirit.co.uk](mailto:unityworks@teamspirit.co.uk)

## Sources:

1. [https://www.forbes.com/sites/conormurray/2025/03/01/state-street-drops-corporate-board-diversity-requirement-here-are-all-the-companies-cutting-dei-programs/](https://www.forbes.com/sites/conormurray/2025/03/01/state-street-drops-corporate-board-diversity-requirement-here-are-all-the-companies-cutting-dei-programs/)
2. [https://www.campaignlive.co.uk/article/big-uplift-performance-when-black-people-themselves-represented-ads/1730746](https://www.campaignlive.co.uk/article/big-uplift-performance-when-black-people-themselves-represented-ads/1730746)
3. [https://www.statista.com/statistics/1331225/customer-attitude-diversity-inclusion-in-advertising-us-uk/](https://www.statista.com/statistics/1331225/customer-attitude-diversity-inclusion-in-advertising-us-uk/)
4. [https://www.thinkwithgoogle.com/future-of-marketing/management-and-culture/diversity-and-inclusion/inclusive-marketing-consumer-data/](https://www.thinkwithgoogle.com/future-of-marketing/management-and-culture/diversity-and-inclusion/inclusive-marketing-consumer-data/)
5. CP23/20: Diversity and inclusion in the financial sector – working together to drive change - Foreword p3 
6. [https://www.theguardian.com/business/2025/mar/12/bank-of-england-decides-against-new-rules-on-improving-diversity-and-inclusion](https://www.theguardian.com/business/2025/mar/12/bank-of-england-decides-against-new-rules-on-improving-diversity-and-inclusion)
7. [https://sustainability.slaughterandmay.com/post/102j73g/the-uk-corporate-governance-code-2024-changes-from-a-sustainability-and-di-pers](https://sustainability.slaughterandmay.com/post/102j73g/the-uk-corporate-governance-code-2024-changes-from-a-sustainability-and-di-pers)
8. [https://www.gov.uk/government/news/office-for-equality-and-opportunity-to-break-down-barriers-to-opportunity](https://www.gov.uk/government/news/office-for-equality-and-opportunity-to-break-down-barriers-to-opportunity)

A moment of madness?

The 2025 edition of our [For The Better award](https://www.teamspirit.co.uk/for-the-better) is open for nominations. And to help celebrate our 30th birthday this year, we’ve increased the For The Better prize fund to a very tidy £20,000 worth of marketing expertise!

For The Better is our annual award where we give our services, free of charge, to a purpose-led, not-for-profit organisation that’s transforming financial services for the better. You can [nominate](https://www.teamspirit.co.uk/for-the-better) an organisation you work for or just simply admire (although get their permission first!).

All nominations are put before our panel of expert judges (more on them at a later date). They choose a winner and then we get to work. Providing pro bono services across a range of marketing disciplines, from strategy and creative to PR, web design and social media.  You can see what we got up to for previous years’ winners [here](https://www.teamspirit.co.uk/work/vestpod)

__…and better than ever.__

Along with our biggest prize fund yet, we’re also giving more not-for-profit organisations a better chance of winning. We’re opening up the award to any not-for-profit that’s breaking down barriers in finance. Be that boosting inclusion, promoting financial education or driving innovation. Anything that’s helping people think and feel differently about money.

So get nominating! The deadline for entries is Friday 20th June. For more information, visit our [For The Better page](https://www.teamspirit.co.uk/for-the-better). And, in the meantime, good luck!


For The Better: Now bigger…

Today’s all about looking at how far we’ve come in our progress for equality, as well as recognising how far we’ve yet to go. Our industry, like many others, is built on a strong foundation of creative, ambitious and like-minded women and men. Therefore, it’s crucial we create working environments whereby people have equal opportunities no matter who they are or what field they choose to pursue. It’s about recognising the changing world we’re living in, where men and women are becoming more equal in both their professional and personal lives.

We asked some of our Teamspiriters what International Women’s Day means to them - take a look at the video below.

<a href="https://vimeo.com/user8581665/review/320784632/c4b3f10650" class="embedly-card" data-card-width="100%" data-card-controls="0">Embedded content: https://vimeo.com/user8581665/review/320784632/c4b3f10650</a>

International Women's Day 2019

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