AnalogFolk appointed as Monzo’s digital and customer experience agency of record

The following article was written and published by Campaign

Monzo banks on digital and customer experience agency.

There was no intermediary for the pitch.

Monzo has picked AnalogFolk as digital and customer experience partner following a competitive pitch.

According to Monzo, AnalogFolk was an “absolute standout winner”.

Uncommon Creative Studio is Monzo’s creative agency of record as of last year and is unaffected by AnalogFolk’s appointment, according to Monzo.

The pitch process occurred over three weeks in February, and was determined by how the agencies strategically responded to a brief, what teams they would use, and how they would approach the bank’s target audience, rather than pitching new work for the brand. 

AJ Coyne, Monzo’s vice-president of marketing, told Campaign it was looking for a digital, through-the-line and customer experience agency to support on mid- and lower-funnel marketing, as well as the personalised CRM side.

There was no intermediary handling the pitch.

AnalogFolk has been working on the account since winning at the end of February and have commenced work, the first of which is being created in close collaboration with Uncommon Creative Studio, with AnalogFolk focusing on the digital, through-the-line. It will go live later this year.

Coyne joined Monzo at the start of the year in the newly-created role after three years at Klarna, and is listed in Campaign’s top five finance leaders in the Power 100 2023.

He said: “AnalogFolk were the absolute standout digital partner for us, we’re very excited to work with them and it’s going really well. There’s an exciting few months ahead for Monzo.”

Monzo is also currently recruiting to boost its senior leadership team and is set to announce its first creative director soon.

Anna Louise Gladwell, managing director, AnalogFolk said: “Customer satisfaction across banking is low. Increasingly the experience is fragmented and complicated, and people hate talking about money more than pretty much anything else. Monzo is unique in its mission to address this. They want money to feel different and are reimagining banking not just as a necessity but as a positive, empowering part of daily life.

AnalogFolk use digital to make the analog world better and are dedicated to creating a smarter future for people, brands and society; partnering with Monzo, a forward thinking brand who are striving to revolutionise the way banking feels for customers aligns perfectly with our mission.

 We’re helping Monzo become an open and culturally vibrant brand, redefining what banking means for customers.

 Our remit is broad, covering the development of digital and social communications which will support and amplify the new brand platform (developed by Uncommon Creative Studio) that will launch later this year, as well as exciting product debuts, seasonal campaigns, and reactive moments.

 We’re also helping Monzo to redefine their customer engagement program. We’re working with teams across the business to anchor every initiative in the customer's perspective. Our mission is to help put customers firmly at the heart of everything they do and to transform banking into an experience characterised by delightful, feel-good interactions, journeys, and conversational touchpoints, all deeply rooted in a nuanced comprehension of the customer lifecycle.”