By Stephen Lepitak | -

September 23, 2013 | 2 min read

Lloyds Bank has rebranded from Lloyds TSB, with a new TV advert having gone live in an attempt to revitalise the brand on the high street.

The resulting marketing campaign, involving Rufus Leonard, RKRC/Y&R, Proximity and MEC, began roll out during the first episode of the latest series of Downtown Abbey on ITV last night (Sunday 22 September.)

The move to drop TSB from the commercial bank's branding will roll out across its network of 1,300 branches in England and Wales and be supported through poster in branch.

Catherine Kehoe, brand and marketing director for Lloyds Bank, said that the revitalisation of the 250 year old brand was one that it could be proud of.

“This is our chance to offer customers something different by focusing on the moments that really matter in life, whether that is helping our customers buy a first home or helping grow their business. We can do this because we have worked hard to ensure our revitalisation will focus on the needs of people and businesses of Britain," she added.

The rebrand follows the announcement made by Lloyds Banking Group earlier this month to split Lloyds Bank and TSB, although customers will be able to use both banks for everyday banking services in the interim.

TSB Lloyds Banking Group News

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Rufus Leonard

Rufus Leonard is an independent agency who builds category-defining service brands through design & technology. We act as the catalyst for service brands with the desire to be foremost, standard-setting, and first choice. Our services help brands define their unique promise then – crucially – deliver it across how they think, look and speak, how they interact with customers, how they harness innovations, and how they rally their people. We’ve been helping service brands retain, regain or define their categories for over 30 years, including British Gas, BBC, Lloyds Banking Group, Pinsent Masons, British Red Cross, The Gym Group, The Student Hotel, and London Business School.

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Proximity London

Proximity London is an award-winning customer experience agency that brings brands and people closer together through authentic human experiences.

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