Porter joins on July 1 and will report to chief executive Luqman Arnold. His appointment signals a determination to put marketing at the heart of the bank's business objectives. Porter will chair the company's customer board, which is responsible for bringing together its customer propositions, sales and operations divisions.
"Abbey National has set out to change the banking landscape by really understanding and responding to customer needs -- no mean feat in a market where pretty much all the banks are disliked," Porter said.
The company recently awarded its £25m advertising account to TBWA\London with a view to spearheading a comprehensive relaunch of the brand, which is expected to include a name change to The Abbey.
Porter joined BT in 1999 as UK marketing director and was promoted into his current role a year later. He has overseen the launch of the company’s BT Together price plans as well as BT Broadband.
Prior to BT, Porter spent 14 years as Mars Confectionery as general manager and latterly UK marketing director.
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