Lloyds Bank
The financial rebrand of the century
I became CD of Lloyds Banking Group in 2011. That's 3 brands – Lloyds, Halifax and Bank of Scotland. The scale excited me straight away, and it’s been, by far, the formative experience of my career.
Creative departments tend to be centralised. So, as you work your way up, management isn’t a skill you get to experience gradually. A promotion thrusts you into leadership overnight.
First thing you learn is to surround yourself with great people.
I was lucky to work on some big campaigns, such as the sponsorship of the London 2012 Olympics. But the defining project was the 2013 rebranding of Lloyds TSB and the (re)creation of TSB Bank.
It was the largest project that Proximity London has ever delivered. And it was a huge creative challenge as every single piece of marketing communication had to be rebranded. From the 60 sec TV spot, through to SMS. Our digital assets alone totalled over 1,500.
I had 28 creatives powering our work.
The old cartoon characters had come to the end of their journey. A whole new, richly photographic brand with a fresh new TOV was created, defined, concepted and swapped out the night of 13 September 2013.