32 - Bank of Ireland "Right With You" Campaign Rollout w Laura Lynch CMO

How are everyday apps like Uber changing the face of traditional banking? And why are we still so uncomfortable talking about money around the dinner table? In this episode, Daryl sits down with Laura Group CMO from Bank of Ireland to explore the evolving landscape of finance, marketing, and customer experience.Laura shares fascinating insights from her journey with the bank since 2007, detailing their massive shift from a traditional, product-led model to a holistic approach that supports customers at every single life stage.We dive into the psychology of financial confidence, the daily "micro-decisions" we make with our money, and the strategic thinking behind Bank of Ireland’s new "Right With You" brand platform.Plus, Laura breaks down the bold, unconventional launch strategy for their latest campaign—which involved taking over an entire ad break during the 9 o'clock news to create a massive national moment.In this episode, we cover:The New Service Benchmark: Why banks are no longer competing with other banks, but with tech giants for customer expectations.Customer Life Stages: How to shift a business from pushing products to genuinely understanding what people need from cradle to grave.Financial Confidence: The truth about money taboos and how small, everyday transactions build trust.Marketing Masterclass: Behind-the-scenes of the "Right With You" platform and how to execute a launch that guarantees cut-through and memorability.Presenter – Daryl MoorhouseSound Engineer – Sean ByrneRecorded, edited and mixed at Tinpot Productions Studios, DublinIf you’ve got a story you’d like to hear featured on the Irish Marketing Podcast, let us know via [email protected] – Daryl MoorhouseSound Engineer – Sean Byrne🎙️  Recorded, edited and mixed at Tinpot Productions Studios, Dublin▶️  Subscribe to our Youtube channel📰  Subscribe to The Irish Marketing Podcast Monthly NewsletterIf you've got a story you'd like to hear featured on the Irish Marketing Podcast, let us know via [email protected]