The agency captured the account after a competitive pitch against RBS’s digital roster agencies and will now handle all digital activity including display, mobile, apps, websites and e-mail for both the NatWest and RBS brands.
The move is a blow to the incumbent, Glue Isobar, which was handed the consolidated NatWest and RBS digital ad account in 2009 after a pitch. However, Glue will continue to work with RBS on social media projects.
SapientNitro, which was also on the previous roster, will now handle all digital ad production for the financial services giant.
M&C Saatchi’s appointment strengthens its existing relationship with RBS. It handles the NatWest ad account and other parts of the RBS business alongside CHI & Partners, which also continues to oversee the group’s direct marketing account.
RBS and M&C Saatchi declined to comment.