RBS appoints Blue Rubicon for wide-ranging reputation turnaround brief

RBS Group has appointed Blue Rubicon to lead a reputation turnaround, in a wide-ranging brief covering all of the group's brands.

RBS: Has appointed Blue Rubicon to help boost its reputation
RBS: Has appointed Blue Rubicon to help boost its reputation

David Wheldon, RBS' chief marketing officer who joined from Barclays 12 months ago, said London agency Blue Rubicon’s role was to build the company’s reputation in order to become the most trusted bank by 2020.

He said: "We have made many strides in the right direction as we deliver on our promise to build a stronger, simpler and fairer bank for the benefit of our customers. We know that there will be bumps in the road ahead and we understand the scale of the task we have set ourselves. For those reasons, we have chosen Blue Rubicon, which has an unmatched reputation for successfully building trust in the most difficult of circumstances."

RBS Group nearly collapsed during the financial crisis and had to be recapitalised by the UK Government in 2008. It was led at the time by Fred Goodwin – dubbed 'Fred the shred' by media because of his propensity for cost-cutting measures – who was later stripped of his knighthood for services to banking.

In a YouGov survey of public perceptions of 23 major brands carried out for PRWeek last September, the bank came joint second bottom, tied with Npower.

Last week Blue Rubicon, which also counts Tesco, McDonald's, Facebook and Instagram among clients, announced the appointment of Peter Fitch as its new managing director.

The agency was acquired by the US group Teneo last year.

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