The Leith Agency won the integrated advertising account after a competitive pitch that began six weeks ago and was managed directly by RBS.
This is the first time in more than a decade that the banking group has appointed a dedicated, retained agency to look after its Royal Bank of Scotland branches.
Until Leith's appointment, M&C Saatchi handled the advertising for Royal Bank of Scotland as part of its NatWest brief. The agency continues to work for NatWest. ZenithOptimedia will continue to handle the media planning and buying for RBS.
Chris Marsh, RBS’s interim brand and marketing director said: "[Leith] showed an exceptional understanding of our brand and how we want to serve our customers. We're also delighted that with their appointment we're helping to support the advertising industry in Scotland."
Prior to the financial crisis that began in 2008, the RBS and Royal Bank of Scotland brands were less rigorously differentiated. Now, the RBS moniker is only used for the corporate group, which also owns NatWest and Ulster Bank, among others, while Royal Bank of Scotland refers to the bank's branches.
Richard Marsham, Leith’s group managing partner said: "To be given the opportunity of repositioning The Royal Bank of Scotland in the hearts and minds of the people of Scotland is one of those briefs you dream about."
Marsham used to work at Faulds Advertising, the Scottish agency that ran the RBS account more than a decade ago, but which collapsed in 2003 after successive clients walked out the door. Marsham said that the agency did not yet know of RBS' intended media spend for the Royal Bank of Scotland brand.