David Wheldon was appointed CMO at Royal Bank of Scotland in 2015, a new role for the business. He is responsible for all aspects of brand, marketing, communication and corporate responsibility across the bank. Prior to joining RBS Wheldon was head of brand, reputation and citizenship at Barclays where he was tasked with restoring the bank’s values after a bad period for the financial services industry. Wheldon’s stellar career also includes stints at Coca-Cola and Vodafone, as well as agency side at Saatchi & Saatchi and as president at BBDO Europe. He has led a shift at Barclays to more emotive advertising and a more ethical marketing stance, to put “clear turquoise water” between itself and other financial brands.