Golin/Harris to build Lloyds TSB branding

Retail banking giant Lloyds TSB has appointed Golin/Harris for a consumer brand-building campaign following a three-way pitch.

Retail banking giant Lloyds TSB has appointed Golin/Harris for a

consumer brand-building campaign following a three-way pitch.



The team is headed by account director Abigail Edmond, who reports to

Georgina Smith, Lloyds TSB’s senior manager, brand communications and

strategy. The brief is to build the brand’s profile in the consumer

lifestyle media.



Lloyds TSB, which has 15 million customers and 2,700 branches in the UK,

did not have an agency working on consumer branding previously. It wants

to use PR to maximise activity, which includes advertising, in-branch

promotions and sponsorship, in this area.



Smith said: ’The proposition Golin/Harris devised brings cohesion to all

our sponsorship, educational and advertising properties, and provides a

PR-able platform on which to build a mainstream consumer profile.’



The campaign coincides with Lloyds TSB’s new pounds 5 million

advertising campaign, which promotes the company’s internet banking

service, Lloydstsb.com.



This service is already used by nearly 250,000 of the bank’s customers,

a figure it hopes to increase to one million by the end of the year.

There are also plans to launch two stand-alone internet banks later this

year - one in the UK and the other pan-European.



Golin/Harris will run activity that builds on the advertising campaign,

along with raising awareness of the bank’s sponsorship activities, such

as the Six Nations rugby tournament and the British Paralympic

Association.



The work will be run as a separate function to that undertaken by the

in-house communications department.



Up until May 1999, Golin/Harris worked for Barclays bank, promoting its

small business unit. Lloyds TSB also retains Le Fevre Communications,

which works on a consumer PR brief for its credit card business.



Last month Lloyds TSB completed its pounds 5.4 billion acquisition of

fund manager Scottish Widows. Its 1999 results showed pre-tax profits of

pounds 3,621 million - an increase of 20 per cent on the previous year’s

figure. It is one of three banks - along with Barclays and HSBC - facing

a Parliamentary Treasury Select Committee over accusations of

overcharging customers.



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