Abbey starts hunt for head of rebranded business operation

Abbey National is searching for a marketing director to oversee its new Abbey National business brand.

The finance company is rebranding its First National Business Finance operation as Abbey National business from the end of July. First National Asset Finance, Invoice Finance, Business Equipment Leasing, Country Capital and Commercial Mortgages will come under the Abbey National business banner.

Marketing will be restructured to bring the brands’ marketing departments together under the control of the new marketing director. First National Business Finance’s head of marketing is Mark Murphy, while Julie Wilson is head of marketing at Abbey National’s existing business banking division.

Neither has been appointed to their new role as yet. Abbey National business director Gary Hockey-Morley says the decision to rebrand was based on market credibility and brand awareness.

He claims the business brand can benefit from Abbey National’s strong reputation in retail banking.

He says: “We wanted to use the most powerful brand and, although First National has a great deal of heritage, Abbey National is definitely the more powerful of the two.”

Abbey National business will use Abbey National’s existing agencies. Advertising is handled by Euro RSCG Wnek Gosper and media by Carat.

First National’s consumer division will not be affected by the rebranding.

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