Mail Metro Media has partnered with Nationwide Building Society to launch an innovative, omnichannel campaign exploring Brits’ relationship with money through highly engaging entertainment and social content
At the heart of the partnership is ‘Spent!’ — a brand-new podcast hosted by broadcaster Matt Edmondson. The weekly series invites celebrity guests to share stories behind their spending habits, from their most recent purchase to their biggest regret and most ridiculous buy.
By lifting the lid on receipts that reveal who we really are, ‘Spent!’ sets out to change the way we talk about money — moving beyond salary and savings to explore identity, values and human connection.
Further collaborative activity extends to social, with Nationwide sponsoring Daily Mail’s This is Money TikTok channel. Targeting financially active 18–34-year-olds, eight original content formats will tour the nation to explore everyday spending in a fun, relatable way. The innovative approach is designed specifically to drive engagement and brand affinity with younger audiences.
The partnership is made possible by WPP Media’s Wavemaker, with teams from all businesses working seamlessly to create a campaign that positions Nationwide as a relatable, everyday banking brand through story-driven content.
Dom Williams, chief revenue officer at Mail Metro Media, said: “This original, collaborative partnership with Nationwide is a brilliant example of what happens when brands and publishers get together early to develop brilliant creative ideas.
“We’ve built something that genuinely connects with audiences — whether they’re laughing along to Matt’s podcast or scrolling through our Gen Z creators’ engaging content on TikTok. It’s authentic, it’s entertaining, and it puts our audience at the heart of the story. It’s the kind of innovative work we love to do.”
Richard May, content lead at Wavemaker UK, said: “This partnership helps Nationwide connect with younger audiences in a fresh and authentic way, showing that talking about money can be entertaining as well as empowering.
“Working with Mail Metro Media, we’ve created a campaign that feels natural to the platforms it lives on and genuinely resonates with how people engage with content today. We can’t wait to see it come to life!”
