Lloyds TSB picks Euro Net chief

Lloyds TSB has appointed brand communications director Paul Troy to head marketing at its new, separately branded, European Internet bank.

Troy has already taken up the position of brand director. He reports to Lloyds TSB managing director for European Internet banking Jayne Almond.

He is responsible for branding, media and advertising at the bank – as yet unnamed – and will oversee a multi-million pound ad budget.

A Lloyds TSB spokeswoman says Troy will appoint a UK ad agency to create a domestic launch campaign. No decision has been made on whether to use incumbent Saatchi & Saatchi or whether to appoint a new agency.

Lloyds TSB’s plans to launch a Net bank under a separate brand were revealed exclusively in Marketing Week (October 21 1999).

It will initially launch in Spain in the summer and will be available to UK consumers by the end of the year.

Troy has appointed Madrid ad agency Ruiz Nicoli to create a local launch campaign, with media buying by Zenith Media in Spain. Zenith is Lloyds TSB’s UK agency.

Troy joined Lloyds TSB from Cadbury Schweppes where he was European brands director for the Schweppes brand (MW July 2 1998). In his role at Lloyds TSB he reported to group marketing director Ford Ennals.

Troy’s remit has been taken on by Alan Gilmour, e-marketing director for the Lloyds TSB brand, who becomes brand and e-marketing director for the Lloyds TSB brand.

On Saturday, the bank launches its first ad campaign to promote the Lloyds TSB-branded Net operation.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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