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Nigel Latta

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Typically, banks put their ads between the TV shows you love. But Kiwibank decided the best approach was to take to primetime and fund a TV show of its own in an effort to educate New Zealanders on how they can improve their money management. We speak to general manager of marketing communications Regan Savage about the thinking behind one of the bank’s biggest, boldest and most innovative marketing initiatives to date.