Lloyds TSB has appointed Schweppes’ European brands director Paul Troy as brands communication director to oversee the implementation of bank’s corporate image.
Troy will be responsible for brand advertising, media and sponsorship, and will report directly to Ford Ennals, director of group marketing for the financial group.
He says: “Lloyds is the UK’s largest financial services brand and it’s a huge challenge to build that brand at a consumer level. Lloyds TSB is well placed to become a power brand for the year 2000.”
Troy was responsible for implementing a European advertising strategy for the Schweppes brand, with creative work handled through Saatchi & Saatchi.
He will continue to work with Saatchi, which is one of Lloyds TSB’s roster agencies, along with DMB&B, which produced the bank’s interim launch campaign to communicate the merger.
In his new role, Troy will also be involved in plans to pool the media planning and buying accounts for Cheltenham & Gloucester – which was bought by the group in 1995 – with that of the main Lloyds TSB business, creating a single media account worth more than 30m. The pitch list includes Zenith Media, Optimedia, BBJ and CIA Medianetwork.