The Royal Bank of Scotland has extended its relationship with
Edinburgh's Faulds Advertising by appointing the agency to run its
global corporate banking and financial markets account, said to bill
pounds 6 million.
The agency has been briefed to reposition the new division created after
the RBS's pounds 20 billion takeover of NatWest last year, bringing
together the corporate banking activity of both brands. These include
RBS's treasury and capital markets business, NatWest Global Financial
Markets and Greenwich NatWest.
The assignment, which is likely to result in a worldwide campaign,
consolidates the entire RBS business within Faulds. The agency already
handles its group and retail advertising.
Faulds' task will be to persuade NatWest's major corporate customers to
transfer to the new brand.
The incumbent agency on NatWest's pounds 30 million above-the-line
account, M&C Saatchi, produced a pre-Christmas campaign for the division
that carried the line "Make it happen", but is thought not to have
pitched for the new business.
Richard Wetenhall, the RBS's marketing director for corporate banking
and financial markets, claimed that the alignment with Faulds would lead
to improved integration between group retail and corporate business.
He said: "Consolidation of the RBS brand interests into one shop will
help us to achieve greater brand co-ordination across the businesses and
support our growth plans in the UK."