RBS hires M&C Saatchi, Play for integrated campaign - Brand Republic News - Brand Republic

RBS hires M&C Saatchi, Play for integrated campaign - Brand Republic News - Brand Republic: "RBS hires M&C Saatchi, Play for integrated campaign
by Gareth Jones Marketing 27-Mar-07, 17:00
LONDON - The Royal Bank of Scotland (RBS) has appointed M&C Saatchi and its digital arm Play to create an integrated campaign aimed at building its position as the brand that can ‘Make it happen'.
The new campaign is intended to differentiate RBS from its rivals by dramatizing the qualities that underpin the brand values the bank is claiming, which include clarity, resourcefulness, ingenuity and creativity.
The initiative comprises press and online activity, as well as a 60-second TV ad, which will run throughout the year. M&C and Play shot several of the ads on location in JFK Airport and Soho, New York.
Play has also created a series of mastheads to feature on rbs.com in rotation throughout the year. These will link to a microsite populated with supplied by The Wall Street Journal.
Each month The Wall Street Journal will post a different interview with a modern business leader, all of whom have used either ingenuity, clarity of thought, resourcefulness or creativity to make it happen for their business."