Lloyds TSB picks chief for sub-brand

Lloyds TSB has appointed former Iceland marketer Alan Shepherd as managing director of Ideal, the bank’s brand that offers utilities and telephone services through its high street branches.

Shepherd replaces Darryn Melrose, who left the bank to return to New Zealand in October. He joins from Sainsbury’s, where he had been managing director of Sainsbury’s One, the now defunct mobile phone service which has been replaced by Sainsbury’s Mobile.

Shepherd takes up the position in January and will be responsible for marketing the life services brand.

In 2000, Shepherd resigned as marketing director for Iceland, following a clash with then managing director Russell Ford, after less than a year in the job. Previously, he was brand communications director at Somerfield, where he was ousted in a management reshuffle in August 1999 (MW July 22, 1999).

Before that, he had been marketing director of Kwik Save after a variety of marketing roles at Spillers Petfoods and Kraft.

Under the Ideal sub-brand, Lloyds TSB has launched a variety of services this year, including gas and electricity supplied by Scottish Power, telephone services by Cable & Wireless, “no contract” broadband by BT and “Peace of Mind” central heating insurance by Domestic & General Insurance (MW July 31). Consumers receive a single bill for all the services which is paid by a direct debit through a Lloyds TSB current account.

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