Challenger bank Tide appoints Guerillascope for first radio campaign

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Tide, the challenger bank designed for small businesses, has appointed Guerillascope as its media agency partner.

Guerillascope will work with the on a national radio campaign, having secured spots on Absolute, Kisstory, LBC, and Radio X.

Ads for the bank will also air on premium spots before national news updates on nearly 300 stations, thanks to the Newslink network.

Tide, which now boasts over 80,000 customers, allows small businesses to open a bank account with free Mastercard in minutes. Accounts have no monthly fee, and the bank offers rich integrations with accounting services such as Xero.

It is one of a number of small business-focused banks using similar models to those popularised by consumer challengers such as Monzo.

Other players in the market include Starling Bank, which offers a business account alongside its personal banking services.

Tide VP of marketing George Schmidt said: “We have high hopes for the campaign developed by Guerillascope. We believe radio – a medium that remains a huge part of people’s daily lives, whether at home, on the commute, or in the office – will help us cut through to small business owners across the UK. We look forward to building on this strategy.”

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