In the first of our two-part feature looking at marketing degrees, marketers suggest they still need convincing that universities are equipping graduates for the working world.
New research shows the over-50s feel misrepresented and ignored by advertising because brands are using their age, rather than their attitude and lifestyles, to target products and services.
The last decade has been a turbulent time for Royal Bank of Scotland as it looks to regain and retain customer trust while navigating a new business environment that has seen consumer expectations raised by brands such as Uber and SkyScanner.
In the second podcast in our series, RBS Group CMO and president of the World Federation of Advertisers David Wheldon talks about rebuilding the bank’s reputation and tackling the LIBOR crisis at Barclays.
By entering this year’s awards, your work will be seen and judged by top marketers from some of the biggest global brands in the UK’s biggest celebration of marketing excellence.
Both brands believe marketers need to stop prioritising the word ‘digital’ as it negatively impacts transparency as well as great advertising.
Despite the Association of National Advertisers (ANA) claiming agencies are aware and regularly mandate controversial practices including cash rebates, David Wheldon, CMO of the RBS Group, says “too many marketers” still have their “heads in the sand”.
RBS Group had to make a bold change in its marketing as the old way was ‘fucking up’ its brands, CMO David Wheldon says, as he launches an ambitious new strategy for NatWest that prioritises taking accountability for its own actions, whether good or bad.
Following a rebrand in Scotland, a new brand and repositioning in England, and a revitalisation in Ireland, can RBS successfully transition from a branded house to a house of brands?
RBS CMO David Wheldon has cautioned marketers against jumping on every new trend and tool and advised them to instead focus on the most important aspects of marketing – building and maintaining a distinct brand and understanding the consumer.
I have been in this business for more than 30 years and one thing I have seen increase significantly in that time is the importance of advocacy, both from customers and colleagues.
Short of Enron and the occasional dark chapter from Big Tobacco, you would struggle to find a more challenging branding saga than that of The Royal Bank of Scotland group.
RBS has appointed Barclays’ David Wheldon to the newly created role of chief marketing officer as it looks to become the most trusted bank by 2020 by changing customer perceptions.
A year ago, the state-owned Royal Bank of Scotland (RBS) Group unveiled its ambition of being the most trusted bank by 2020. Although some progress is evident, there is still a long way to go.
Royal Bank of Scotland says it is making progress in achieving its objective to become the “most trusted” UK bank by 2020 with net promoter scores up across its brands but admits legacy conduct failings mean it still has a long way to go to restore lost faith.