Building society Bradford & Bingley (B&B) has drafted in former PruHealth marketing director Stephen Rowe to its top marketing role, following the sudden departure of Warren Langley.
Langley left the building society in February, less than a year after he had taken over the role (MW February 9). Rowe, who left PruHealth last year to take on consultancy work, is taking on the role on an interim basis while a permanent replacement is found.
Langley joined B&B in May last year as one of two replacements for group marketing director Mark Howe, who left after his role was axed. Langley took over responsibility for overhauling the brand, which is best known for its bowler hat motif, in an attempt to modernise its image.
He also oversaw a review of its marketing services roster, moving the &£3.5m creative business from M&C Saatchi to Cheetham Bell JWT in Manchester.
The Partners and The Value Engineers were appointed to collaborate on a brand overhaul. The media planning and buying, which was handled by Starcom, was also put up for review, although it is not clear if a new agency was appointed.
Rowe says that there was an “urgent need” for someone to be brought in to handle projects.
He says marketing work was being developed but was unlikely to air until after the summer.
While at PruHealth – a joint venture between Prudential and Discovery Holdings – Rowe spearheaded its rewards-based policies, which offered lower premiums to customers who lead healthier lifestyles.