RSA appoints former AA marketer Lloyd East to senior role

LONDON - Insurance brand RSA has appointed Lloyd East to the newly-created role of marketing effectiveness director. East joins from his previous role as marketing director at Principle Insurance Holdings.


Former AA, Lombard Direct, and Bank of Scotland marketer East will report directly into group director for strategy, marketing & customer, Clare Sheikh.

He is responsible for building capabilities across RSA's marketing teams in over 100 countries worldwide. East has a particular focus for improving the use of shared analytical tools across marketing departments.

RSA is reviewing its global agency roster, with an aim to reduce its 200 agency relationships to a roster of around 10. In the UK, below-the-line agency SFW and contract publisher Wardour Communications have already been appointed. RSA is also due to appoint its first ever global media agency.

Sheikh led the rebrand from Royal & SunAlliance in February last year. The new RSA identity was created by branding agency Interbrand.

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