Lloyds TSB marketer to head personal banking

High-street banking group Lloyds TSB has appointed former senior marketer Peter Ayliffe to the new post of managing director for personal banking and cards.

Ayliffe will have overall responsibility for marketing at four divisions: current accounts, savings, personal lending and credit cards. Marketing directors will report directly to him.

Ayliffe has been promoted from network director. He held the post for three years and was responsible for 1,250 branches, controlling sales, service and branch harmonisation following the launch of the joint Lloyds TSB brand.

He joined TSB in 1985 and created one of the first life assurance – or “bancassurance” – marketing teams in the financial services sector.

The team was responsible for all personal and business banking products, including insurance, life and pensions, mortgages and credit cards. Bancassurance is now a major element of most banks’ offering.

When Lloyds and TSB merged in 1995, Ayliffe became managing director of savings and investments.

Lloyds TSB is seeking an advertising agency to handle the launch of its pan-European Internet bank Evolvebank.com.

Its main UK ad agency, Saatchi & Saatchi, is vying for the business, along with other shops.

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