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
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,...