Nationwide has partnered with Mail Metro Media to launch an innovative, omnichannel campaign, exploring Brits’ relationship with money through highly engaging entertainment and social content.
At the heart of the partnership is Spent! — a brand-new podcast from Mail Metro Media’s Seriously Popular portfolio, in association with Nationwide. Hosted by broadcaster, Matt Edmondson, the weekly series invites celebrity guests to share stories behind their spending habits, from their most recent purchase to their biggest regret and most ridiculous buy. By lifting the lid on receipts that reveal who we really are, Spent! sets out to change the way we talk about money — moving beyond salary and savings to explore identity, values and human connection.
Further collaborative activity extends to social, with Nationwide sponsoring Daily Mail’s This is Money TikTok channel. Targeting financially active 18—34-year-olds, eight original content formats will tour the nation to explore everyday spending in a fun, relatable way. The innovative approach is designed specifically to drive engagement and brand affinity with younger audiences.
The partnership was made possible by WPP Media’s Wavemaker, with teams from all businesses working seamlessly to create a campaign that positions Nationwide as a relatable, everyday banking brand through story-driven content. It complements Nationwide's position as a trusted financial partner and speaks directly to the values of Mail Metro Media's audiences.
Richard Warren, Director of Brand Marketing at Nationwide said: “We're excited to have partnered with Mail Metro Media on this campaign, bringing the relatable topic of people's contemporary spending habits, attitudes and values to multiple channels. Talking about money has never been more revealing, so we're delighted to be backing This is Money's TikTok channel and a new podcast that sparks new conversations amongst our target consumer audiences.”
Dom Williams, Chief Revenue Officer at Mail Metro Media, said: “This original, collaborative partnership with Nationwide is a brilliant example of what happens when brands and publishers get together early to develop brilliant creative ideas. We've built something that genuinely connects with audiences — whether they're laughing along to Matt's podcast or scrolling through our Gen Z creators’ engaging content on TikTok. It's authentic, it's entertaining, and it puts our audience at the heart of the story. It’s the kind of innovative work we love to do.”
Richard May, Content Lead at Wavemaker UK, said: “This partnership helps Nationwide connect with younger audiences in a fresh and authentic way, showing that talking about money can be entertaining as well as empowering. Working with Mail Metro Media, we’ve created a campaign that feels natural to the platforms it lives on and genuinely resonates with how people engage with content today. We can’t wait to see it come to life!”
Spent! launches with weekly episodes available on all major podcast platforms from Tuesday 4 November.
