The Royal Bank of Scotland has hired The Leith Agency to oversee its advertising account north of the border following a competitive pitch, its first such appointment in 15 years.
Seeking to build on its Scottish identity, the appointment will see the bank focus on its high street roots as part of a wider strategy to make each of its banking brands number one in their respective markets.
Chris Marsh, RBS interim brand and marketing director said: "We're delighted with Leith's appointment, they showed an exceptional understanding of our brand and how we want to serve our customers. We're also delighted that with their appointment we're helping to support the advertising industry in Scotland."
Richard Marsham, group managing partner, The Leith Agency, added: "The Royal Bank of Scotland is more than just a major brand in Scotland, it's an institution. To be given the opportunity of repositioning The Royal Bank of Scotland in the hearts and minds of the people of Scotland is one of those briefs you dream about. We're immensely proud and excited to be given this opportunity. It also marks a significant win for the Leith in a year in which we have gone from strength to strength."
By recruiting an Edinburgh-based agency RBS hopes to get closer to customers in Scotland.