HBOS begins process as it returns to BOS brand
The Bank of Scotland (HBOS) has begun the operation of dropping the Halifax element of its brand as it looks to create a more focused marketing strategy north of the border.
The handling of the London-based bank will be taken on in Scotland by an executive committee which will monitor and guide all activities in Scotland and is keen to better engage with consumers through online technology and tailored marketing strategies.
In January, the bank unveiled its new visual identity and logo, alongside a new media campaign, as it aimed to refresh the bank and re-assert its traditional values.
As a result of this strategy, over 300 of the group’s Scottish branches will see the Halifax element of the brand dropped as it looks to return from HBoS to BoS.
The template is now being adapted across all branches and is expected to be completed by the end of Autumn.
The brand previously worked with Edinburgh-based advertising agency, Newhaven, as it looked to convey a Scottish image through its marketing, following complaints that the UK-wide Halifax campaigns alienated Scottish customers.
The HBOS advertising account moved when Lloyds TSB appointed Rainey Kelly Campbell Roalfe Y&R in London, following the merger of the two financial brands in 2008.