The Royal Bank of Scotland (RBS) has consolidated its entire business into Faulds Advertising, appointing the agency to handle its global corporate banking and financial markets account, which is understood to be worth £6m.
Faulds already held the banking giant’s group and retail advertising. RBS hopes the move will help it integrate its business interests.
RBS’ corporate division was created after the company acquired NatWest in March. It merged RBS’ treasury and capital markets businesses with NatWest Global Financial Markets and Greenwich NatWest, and the corporate banking activities of both banks.
The Edinburgh-based agency’s brief will involve transferring all NatWest’s top-end corporate customers – including banks and large corporations – to the new brand.
RBS marketing director for corporate banking and financial markets Richard Wetenhall says: “Consolidation of the RBS brands into one agency will help us achieve greater brand co-ordination across the businesses and support our ambitious growth plans in the UK.”
M&C Saatchi devised a national campaign, worth about £4m, for the division at the end of last year, using the catchline “make it happen”.
However, it is understood M&C did not pitch for the business when the review was called.