Royal Bank of Scotland readies major marketing pitch for revived Williams & Glyn brand
Royal Bank of Scotland (RBS) is set to pitch for the marketing communications for its new brand Williams & Glyn, which will be rolled out to the high street from next year.
The new bank will actually be a return for the Williams & Glyn’s brand which disappeared around 30 years ago when it was fully absorbed into RBS, although The Drum understands that the branding, which is still under review, will lose the apostrophe when it is released.
The new challenger bank, which will contain 314 branches, will split from the parent bank in 2015, as a result of the process of being bailed out by the taxpayers in 2008.
Claire Moyles, head of brand for Williams and Glyn, who moved over from head of brand and advertising at RBS to lead the marketing department of the new brand, will lead the pitch process, which will include above-the-line, media, digital, social and CRM, but not PR as has been reported elsewhere, with RBS setting up its own internal communications division.
RBS declined to comment on the pitch process, however a spokesperson did tell The Drum: "We believe Williams & Glyn will play an important role in the new UK banking landscape, increasing choice and competition, with a particular strength in small business banking - a sector that is crucial to the UK's economic recovery."
The pitch is set to take place within the next three weeks, with an appointment expected to be made by early Summer, with either one full-service agency being appointed, or a framework of agencies covering different aspects being brought in. ,
Briefs are expected to be sent out from Monday.