The Drum Awards Festival - Creativity

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By Ishbel Macleod | PR and social media consultant

May 7, 2014 | 1 min read

Lloyds Bank has launched its new current account, Club Lloyds, with an ad campaign created by RKCR/Y&R and narrated by a self-proclaimed lifelong fan of Groucho Marx.

Set to include TV, outdoor, cinema, press, in-branch and digital, the RCKR/Y&R campaign was planned and bought by MEC Global, with visual language handled by Rufus Leonard.

James Ramsden, ECD at Rufus Leonard, said: "Club Lloyds is something distinctive and compelling for Lloyds customers and it was deserving of a powerful and engaging creative idea to support the customer experience.

“This feels like the beginning of what's to come as Lloyds and its creative partners continue to develop brand defining activations."

60, 40 and 30-second versions of the TV ads are set to run as part of the campaign.

Lloyds Banking Group Drum News UK

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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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