Lloyds TSB - An extraordinary journey: how a simple idea transformed the fortunes of the UK's largest bank

In 2006 Lloyds TSB was suffering from a dusty and old-fashioned reputation, resulting in a dwindling current account base and the industry's lowest levels of non-customer consideration.

Lloyds TSB – An extraordinary journey: how a simple idea transformed the fortunes of the UK's largest bank

Principal Authors: Ben Kay and Anna Tetlow – RKCR/Y&R

Contributing Authors: Nick Palmer and Pip Lowe – Hall & Partners; Willis Fan – Lloyds TSB

EDITOR'S SUMMARY

Looking at the focus and clarity of the Lloyds TSB ‘For the Journey’ campaign it is hard to imagine that this bank has been buffeted by the collapse of financial institutions, government intervention and lack of consumer trust in the financial sector. The move away from the traditional product-based communications model to a needs-based one,...

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