The Royal Bank of Scotland (RBS) has briefed Blue Rubicon to lead on its “reputation turnaround”.
RBS’ chief marketing officer, David Wheldon, confirmed the appointment today (13 April). Blue Rubicon is set to work to build the bank’s reputation in pursuit of its ambition to become “the most trusted bank” by 2020.
The brief incorporates all of the brands within the RBS group.
Wheldon said: “We have made many strides in the right direction as we deliver on our promise to build a stronger, simpler, and fairer bank for the benefit of our customers. We know that there will be bumps in the road ahead and we understand the scale of the task we have set ourselves. For those reasons, we have chosen Blue Rubicon which has an unmatched reputation for successfully building trust in the most difficult circumstances.”
Blue Rubicon is part of Teneo, which focuses on working with CEOs and “important and complex organisations”.