State-owned Bank of Scotland launches new identity

LONDON - State-owned financial services brand Bank of Scotland is launching a new TV campaign to promote an overhaul of its visual identity.

The Lloyds Banking Group-owned business is refreshing its identity in an attempt to reconnect with its "traditional values" of relationship banking.

The brand hired digital and branding agency Rufus Leonard to carry out the work, which includes a refresh of its branches.

Bank of Scotland is supporting the refresh with a through-the-line campaign created by RKCR/Y&R. The animated TV ad, which breaks in Scotland on 30 January, introduces the brand promise ‘With you all the way'.

Archie Kane, group executive director for Scotland at Lloyds Banking Group, said: "This is not about reinventing the Bank of Scotland brand, but allowing our customers to rediscover it. We have conducted extensive customer research and know that the Bank of Scotland brand has a strong place in the hearts of Scots."

The campaign will also feature outdoor, print, radio and digital activity. Media planning and buying is by Mediaedge:cia.

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