RBS investigates relaunch task for Virgin One brand

SUZY BASHFORD

April 11, 2002

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RBS investigates relaunch task for Virgin One brand

Virgin One, the Royal Bank of Scotland-owned brand, is talking to agencies about how to relaunch when it is forced to drop the Virgin name in a year's time.

RBS plans to keep Virgin One as an independent firm within the group, despite having integrated the 'one' product, which bundles savings, current accounts and mortgages, into its NatWest and Direct Line brand portfolio.

Joanna Barnett, marketing director at Virgin One, confirmed that she was in the early stages of "exploring different options

on how to take the brand forward. She is seeking advice from a range of marketing agencies as well as agency of record TBWA/London. The discussions are focused on a new identity and products.

Barnett is also talking to MediaCom, RBS' main media agency, about the benefits of consolidating Virgin One's media out of Manning Gottlieb OMD, but there are no formal plans to review media or creative at this stage.

RBS paid £100m for Virgin One last year.

Topics

Marketing