11.12.2025

The award recognizes the strength of the client-agency partnership and the role of human understanding in shaping strategic decisions. The MRS judges praised the entry for its storytelling and collaboration, noting how the approach turned a complex operational challenge into a customer-led success story.

“Understanding how important Passbooks were to our customers, we knew any changes had to be carefully thought through with a strong focus on customer impact and experience,” said Alison Stone, Head of Customer Propositions at Nationwide.

“Nationwide’s genuine commitment to listening to the customers most affected and shaping their strategy accordingly was critical. This project shows how human understanding can positively shape strategic decision-making,” added Paul Child, Head of UK at Human8.

The MRS judges praised the entry for its strong client-agency partnership and powerful storytelling. “This entry was a real stand out and showed just how far good storytelling can go. There was a particularly strong client-agency partnership, which ultimately allowed Nationwide to turn a high-risk operational overhaul into a customer-led success story.”