Michael Nearhos, NAB's GM of Brand Experience and Kristy Macfarlane, NAB's Head of Diversity and Inclusion sat down with Aesthetic's Managing and Creative Director, Darren Natale to discuss how NAB's genuine commitment to people shaped a personal brand experience.

1. © 2017 Aesthetic Pty Ltd | aestheticgroup.com.au
Human,
Unexpected
& Bold
How NAB became ‘More Human’
Facilitator:
Darren Natale, Managing Director, Aesthetic
Panelists:
Michael Nearhos, General Manager, Brand Experience, NAB
Kristy Macfarlane, Head of Diversity & Inclusion, NAB
Insights and stories from Mumbrella360

2. Forward
Darren Natale, Managing Director
Aesthetic
It has been Aesthetic’s privilege to partner with NAB on its
Midsumma Festival sponsorship since 2015. Additionally it has
been a pleasure to present the story of NAB’s journey towards
diversity and inclusion with the audience at Mumbrella360.
The world is changing at a rapid pace and a sustained focus
on brand and people is where differences will be made, both
commercially and socially. The outcome NAB has experienced
from Midsumma, with a strategy born from authenticity and a
'people first' approach, is a point of pride in the services
offered by Aesthetic.
Carefully structured to harness what we believe are the areas
necessary for sustained brand success, Aesthetic’s offering is
to evolve brands through the art of experience in ways that will
result in relevance and success for you.
I hope you enjoy the detail within this profiled project and would
be delighted to answer any further queries you may have.
Darren Natale
0411 130 132
darren@aestheticgroup.com.au

3. Why NAB became ‘More Human’
NAB’s Vision: To be Australia & New
Zealand’s most respected bank
Recognising the changing social and economic
landscape as well as changing customer behaviours,
NAB acknowledges that in times of uncertainty,
people are more likely to respond to human
connection and emotional support.
To be as good with people
as we are with money.
75%
40%75% of consumers
expect brands to
make a contribution
to their well-being
and quality of life.*
Only 40% believe
brands are currently
doing so.*
Havas Group Meaningful Brands 2017*

4. © 2017 Aesthetic Pty Ltd | aestheticgroup.com.au
“We launched More Than Money in 2016
but it’s not something that’s new. It’s not
something that all of a sudden ‘we’re
about more than money’.”
Candace Lazarus - Brand Communications, NAB

5. More Than Money:
A brand promise
Our aim
To be the brand that truly
understands people and
the demands on their lives.
To connect emotionally
with non-customers and
customers to generate
preference for NAB, by
helping them feel in control
of money so they can see
life beyond it.
Launching to NAB’s
people first
The internal strategy set
the scene that people
matter, and inspired and
energised NAB’s people to
put customers at the heart
of everything they do.
Click Play button to view in Vimeo

6. © 2017 Aesthetic Pty Ltd | aestheticgroup.com.au
“The internal launch was as important as the
external launch. We really needed our people
to relate to it and then ultimately live the values
reflected in this brand expression.”
Andrew Knott - Chief Marketing Officer, NAB

7. NAB Sponsorships:
More than a tagline
A deep engagement
approach to partner
with organisations and
issues that are important
to NAB’s people and
its customers.
More Than Money is embodied
across all of NAB’s
sponsorship properties and
underpins an authentic,
credible and commercial
engagement that makes a
difference. From the grassroots
approach to AFL and AFL
Women’s to supporting the
Alannah and Madeline
Foundation and Midsumma
Festival, sponsorship from NAB
is about more than a logo.

8. © 2017 Aesthetic Pty Ltd | aestheticgroup.com.au
“I was at the AFL Women’s Competition Awards for
2017 and to hear the inaugural Best and Fairest
winner, Erin Phillips speak was very moving.
From the risk of leaving a pro-basketball career in the
USA, to juggling motherhood with young twins, then
expressing her love for her wife, Tracy, on national
television - there wasn’t a dry eye in the house.”
Michael Nearhos - General Manager, Brand Experience, NAB

9. Midsumma: Sponsorship
from the inside-out
Inclusion is in NAB’s DNA
Over 85% of
NAB’s people feel
that its culture is
inclusive of them
as a person.
Pride@NAB was
launched on 17th May
2012 as an Employee
Resource Group that
would allow people to
bring their whole self
to work.

10. © 2017 Aesthetic Pty Ltd | aestheticgroup.com.au
“NAB’s Midsumma sponsorship provides a visual
connection to our brand promise and to our
commitment to diversity and inclusion.”
Tony Dang - National Chair, Pride@NAB, NAB
Click here to view the 2017 activation, Memory Bank.

11. Listen.
Facilitate.
Participate.
3 years at Midsumma
NAB wanted to demonstrate
that it not only advocates for
and supports its LGBTI
employees but also the
broader LGBTI community
and its customers as well.
Midsumma was a way to
demonstrate this via an
activation for people both
inside and outside of NAB.
150% increase in Pride@NAB
volunteers since 2013
Click Play button to view in Vimeo
Internal measurements
of inclusion and diversity
are trending upwards

12. © 2017 Aesthetic Pty Ltd | aestheticgroup.com.au
“At NAB, we are committed to diversity and
inclusion because it is the right thing to do
and is important for our customers, our
people and the community.”
Kristy Macfarlane - Head of Diversity Inclusion, NAB

13. © 2017 Aesthetic Pty Ltd | aestheticgroup.com.au
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© 2017 Aesthetic Pty Ltd | aestheticgroup.com.au
We evolve brands through
the art of experience.