The Royal Bank of Scotland Group (RBSG) has poached Paulette Rowe,
a senior executive with General Electric in the US, to be brand director
on NatWest, ending its six-month quest to fill the role.
Rowe was chief quality officer for GE in the US. At RBSG she will report
to retail marketing director Ian Henderson to focus on improving
consumer perception of customer service at NatWest in the face of
competition from customer-focused entrants.
According to an industry source, NatWest often scores badly on
customer-satisfaction polls compared with brands such as Smile and First
Direct.
She replaces Frazer Smith, former marketing director, who left to head
marketing at Capital One in June.
Rowe's appointment completes the group's restructure of the senior
marketing roles following the takeover of NatWest by Royal Bank of
Scotland last year. Her opposite number at Royal Bank of Scotland is Ian
Stuttart and the two will liaise with Henderson to ensure that the
brands are kept distinct.
NatWest's above-the-line account, held by M&C Saatchi, is worth around
£30m. The agency won the account from TBWA/London earlier this
year. MediaCom handles media for both the NatWest and the Royal Bank of
Scotland brands. TBWA/GGT Direct has held the below-the-line account for
more than four years.
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