Magazine article Marketing

Lloyds Banking Group Rejigs Marketing Set-Up

Magazine article Marketing

Lloyds Banking Group Rejigs Marketing Set-Up

Article excerpt

Lloyds Banking Group is to overhaul its UK marketing operations, as it looks to improve the effectiveness of its communications.

The marketing division is to be renamed the 'customer and brand function', with the creation of several roles to help the team 'deliver an end-to-end' proposition.

The team will focus on four areas: customer strategy, customer value manage- ment, customer experience and London 2012, and brand marketing.

Alongside the reshuffle, Steve Griffiths, director of brand and customer marketing for Halifax, is to leave in June. It is believed he does not have another job to go to.

Former Accenture marketer Michael Payne is also leaving his role as head of one-to-one marketing. External recruitment for both jobs will commence this month.

Griffiths' last major contribution was to appoint Adam & Eve to Halifax's pounds 25m ad account, moving the business out of DLKW Lowe, and ending a 10-year partnership with the agency.

He took up his current role after the 2008 merger between Lloyds TSB and HBOS. Prior to that, Griffiths had operated as head of marketing for HBOS-owned Bank of Scotland.

Halifax's most recent TV ads featured a fictional radio station, where members of staff would broadcast messages to customers. …

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