RBS buries toxic credit crunch past with NatWest Group rebrand- Tempemail – Blog – 10 minute

Royal Bank of Scotland (RBS) has confirmed it is to change its name to NatWest Group later this year as the financial institution seeks to bury a toxic history associated with the once well-regarded brand.
The nameplate swap comes amid a change in leadership with new chief executive Alison Rose seeking to give the bank a social conscious by announcing ‘climate positive’ targets and support for ethnic minority entrepreneurs.
In tandem with these changes, it is reported that chief marketing officer David Wheldon, credited with spearheading efforts to bring more of the group’s media buying in-house, is to retire – clearing the way for a fresh direction.
RBS insists the move is one of practicality, pointing out that over 80% of its customer base falls under the NatWest name but that existing RBS branches will continue to carry their existing branding.
Rose characterises the changes as the first steps towards forming a ‘purpose-led bank’, stating: “Today marks the start of a new era for our bank as we announce our new purpose – to champion potential, helping people, families and businesses to thrive.
“The way people live their lives has changed. And their expectations of companies are changing too; looking for us to deliver not only financial performance but a positive contribution to society; benefiting customers and communities as well as shareholders.”
In 2019 RBS heralded a return to health with profits of £3.1bn for the year, double the £1.6bn figure reported a year prior.
The UK government still holds a majority 62% stake in the business after being forced to bail the bank out to the tune of £45.5bn in 2008.
A new corporate identity has been on the cards for RBS since 2018 when the bank declared it would pursue a ‘blank slate’ approach to its future.

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Meat Loaf won’t go for vegan rebrand in Frankie & Benny’s spot- Tempemail – Blog – 10 minute

Italian restaurant chain Frankie & Benny’s has subverted the inescapable barrage of vegan marketing stunts with a humourous spot featuring an increasingly enraged Meat Loaf refusing a veggie rebrand.
The ad sees the Frankie & Benny’s PR team pitching the artist with a hair-brained scheme to change his name to ‘Veg Loaf’ – all to underline its new vegan menus. Adding to the magic, the creative emulates the original pitch to the artist; Meat Loaf refused to change his name, which in turn, became the focus of the spot.
On the work, from recently launched PR agency Idea Farm and Lucky Generals, Elise Ash, director of strategy and brand at Frankie & Benny’s, said: “Funnily enough, our new video isn’t far off the original real-life pitch to Meat. While we couldn’t convince him to rebrand to Veg Loaf, we’re delighted he’s the headline act for our new vegan menu to help spread the word on the benefits of tucking into our meat-free dishes.”
Lewis Davey, founder and creative director at Idea Farm, branded it the agency’s first big piece of creative and identified the signing of Meat Loaf as a signal of intent. “Credit to our clients at TRG for being brave and ambitious enough to do it – and it was a pleasure to team up with a brilliantly talented team at Lucky Generals. Hopefully this is the start of a big 2020 for Idea Farm.”
The work underlines eight new entries on the menu including Vegan Loaded Skins, Vegan Hot Dog and the Calzone Vegano – joining Frankie’s vegan classics like the Viva la Vegan Burger, Plantballs Italiano, and the No-cheesecake.
It comes during a busy time in the vegan calendar ‘Veganuary’, kickstarted last year at the same time with the Gregg’s vegan sausage roll and since emulated by many. This campaign subverts the slurry of meat-free marketing landing in 2020. Just earlier this week, Asda ran a dark plant-based product campaign about compromise.
Idea Farm works with the Restaurant Group, Gymbox, and Photobox.
Vote for the campaign below in the Creative Works.

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