Right With You

Bank of Ireland launches new brand platform Right with you, developed in partnership with The Bank Collective by WPP, with Folk VML as creative lead.
Right with you signals a strategic evolution for Bank of Ireland, demonstrating how the bank supports customers with the right advice, products and tools at the moments that matter most, enabling greater financial confidence.
The platform launches on March 23rd with a series of integrated campaigns, showing how Bank of Ireland supports customers in real financial moments - managing everyday money with confidence, staying ahead of fraud, building their business and helping their children build financial confidence.
Each execution is built from the same core idea, using emotionally resonant storytelling to earn attention while building brand recognition, meaning and commercial impact.
Laura Lynch, CMO at Bank of Ireland, said:
“Confidence is one of the most powerful drivers of economic behaviour. When people feel confident when they’re making financial decisions – no matter how big or small – they thrive.
‘Right with you’ is built around that insight. It’s not a campaign line, but a long-term brand platform designed to reflect how Bank of Ireland supports customers. in making confident financial decisions.
It provides a clear and consistent expression of our commitment to customers across the organisation, aligning our people around a shared ambition to support financial confidence when it matters most – now, and for generations to come.”

Abi Moran, CEO at Folk VML, commented:

“Our job is to help clients earn an unfair share of attention and use creativity as a multiplier for effectiveness. What I love about this work is the clarity the Bank of Ireland team brought to the challenge from the start. ‘Right with you’ gives Bank of Ireland a simple way to show the power that financial confidence can have on people’s lives.

Creative quality is one of the biggest profit drivers marketers control. That’s why Bank of Ireland team have launched four brilliantly integrated campaigns built around emotionally resonant storytelling. It’s the human details and real-life moments that truly make ideas feel more, be more memorable, and ultimately be more effective.”

The integrated campaign launches nationwide on March 23rd.