RBS draws up pitch list for global corporate campaign

Royal Bank of Scotland is shortlisting agencies for the global advertising campaign to relaunch of its corporate banking and financial markets division.

The division was created following RBS’ acquisition of NatWest last March. It brings together RBS’ treasury and capital markets businesses with NatWest global financial markets and Greenwich NatWest, as well as the corporate banking activities of both banks.

M&C Saatchi created a national campaign for the division before Christmas, using the strapline “make it happen,” which appeared in the quality press.

It is understood that M&C Saatchi is not repitching for the business, though CBFM director of marketing Richard Wetenhall was unavailable for comment.

The repositioning task is described as “huge” by insiders, who say it involves transferring all NatWest’s corporate customers – which include banks and large corporations – to the new brand. The winning agency will be expected to reposition the CBFM division and steer its branding strategy. It is thought that the ensuing campaign will be global.

Some agencies are thought to see the review as a way into the entire Royal Bank account, which is held by Faulds and is unaffected by the review. It is also viewed as a stepping stone to the prized &£27m NatWest account.