Bank of Scotland rejigs marketing

The Bank of Scotland is moving control of marketing for personal banking to England as it merges its marketing operations with subsidiary Capital Bank.

The bank, which was forced to cut business ties with American TV evangelist Pat Robertson after he described Scotland as a “dark land” and a stronghold of homosexuality, is restructuring the clearing bank and its UK subsidiaries. They will be split into three operating divisions – personal, business and corporate.

Peter Oakes, marketing director of the group’s finance house Capital Bank, will control marketing of Capital and Bank of Scotland for the personal division in Chester.

Oakes’ new title, divisional director with responsibility for customer management, is equivalent to managing director for brand and product development.

The business and corporate divisions will each have a marketer in a corresponding position.

The Bank of Scotland’s marketing was previously split between direct banking, controlled by David Elder, and branches/product development controlled by Tim Hailey.

Elder has moved to a non-marketing role as head of support services – personnel, training and IT – within the personal division. Hailey, based in Perth, is now senior director of product development reporting to Peter Oakes.

The Leith Agency in Edinburgh handles the majority of the Bank of Scotland’s account with BBH Unlimited, the strategic division of Bartle Bogle Hegarty, working on the bank’s venture selling investments, pensions and life policies.


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