Cahoot names brand chief as top marketer

Cahoot has promoted head of brand Deborah Cutler to marketing director and has confirmed that previous marketing director Tim Sawyer is to remain in charge of the Abbey National-owned internet bank.

Sawyer has occupied the top spot at Cahoot temporarily since March, following a fundamental review of Abbey National by chief executive Luqman Arnold after the announcement of a loss of nearly &£1bn earlier this year. As part of the reshuffle, Cahoot’s previous head, Tim Murley, was put in charge of electronic distribution for the Abbey National group. (MW March 13).

Cutler has been at Cahoot for over three years, having previously worked at Whitbread, Safeway and Tesco. In her new role she will work alongside business development director Martin Peterlechner.

Cutler says she will maintain continuity in Cahoot’s marketing strategy, which has seen the bank become the second-most recognised internet brand for financial services behind Egg, despite having only a third of the spend. It has pioneered flexible loans under the slogan “banking only different”.

Last month, Abbey National fired Euro RSCG Wnek Gosper and appointed TBWA/London to handle its &£18m advertising business – including Cahoot – after a short pitch (MW April 10). Media, which is bought by Carat, was not affected by the review.


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