Lloyds TSB has appointed former British Airways marketing director Ford Ennals as its new marketing services director.
He replaces Tim Pile, who left to join Alliance & Leicester building society as director of strategic marketing in July (MW August 2).
Ennals began working as a consultant at the bank during the summer and represented it at the Marketing Forum in September.
He will be in charge of assessing the bank’s brand portfolio, including what will happen to the Lloyds, TSB and Cheltenham & Gloucester brands. It is understood that senior executives at Lloyds TSB favour converting the TSB branches to Lloyds and keeping the TSB name in other areas, such as phone banking and credit cards. Ennals will also run the advertising and media accounts for Lloyds and TSB. The creative work is held by Lowe Howard-Spink and D’Arcy Masius Benton & Bowles respectively, while media buying is by CIA Medianetwork.
It is understood that a review of C&G’s account, handled by K Advertising, will begin in the new year.
Ennals is a former UK marketing director of Mars, and worked for Reebok and Fruit of the Loom in the US, before joining BA as marketing director in June 1995. He left BA last May, claiming he was unhappy with his career prospects. However, sources close to the airline suggest there were other reasons for his departure.
Pile left after he failed to be promoted to the top position of general manager marketing, which was taken by Dennis Holt (MW March 1). Ennals will report to Holt.