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Lloyds TSB's first advertising campaign through Rainey Kelly

Campbell Roalfe/Y&R is to go ahead despite last week's resignation of

top marketer Ford Ennals, who appointed the agency to the £36m

brief.

Ennals quit last week following a restructure which saw his role as

director of group customer management scrapped. The bank is

decentralising its marketing functions into different product divisions

in a rejig overseen by Eric Daniels, group executive director for UK

retail banking.

Ennals' departure had raised question marks over Rainey Kelly's grip on

the account which it picked up earlier this month.

However, Lloyds TSB has denied that Ennals' departure will affect Rainey

Kelly's appointment and the agency's first ad is due to break on

February 2.

Cold Feet star John Thomson and actress Joely Richardson have been

signed up to play two characters, 'Danny' and 'Alex' in a Nescafe

Goldblend style campaign.

The strategy behind the campaign is to create characters who can become

associated with the Lloyds TSB brand as the storyline develops.

The first ad is set in Danny's flower shop and features Danny telling

his glamourous customer Alex, that he is in business thanks to Lloyds

TSB's business banking offer.

The second ad continues with Alex returning to the shop to buy flowers

with her Lloyds TSB credit card. Both ads feature the strapline,

'Banking worth talking about'.

Ennals' responsibilities will now be dispersed across the group. Brand

marketing responsibilities are expected to be overseen on a temporary

basis by Jayne Almond, former managing director of Lloyds online venture

evolvebank.

Almond's brief is to monitor brand communication across the group, but

it is understood that ad strategy will be led in the future by product

marketing directors who will report to Peter Ayliffe, managing director

of personal banking.