RBS to slim £15m direct roster to two agencies

LONDON - Royal Bank of Scotland is to consolidate the £15m direct marketing business for its RBS and NatWest brands into two agencies.

The bank works with five roster agencies across the brands, but plans to slash this to just two on a retained basis.

RBS' direct account is split between Tequila/Manchester, Joshua, Miller Bainbridge and Red Tag Marketing.

Draft London, which handles the separate RBS Mint card services account, will not be affected by the review.

NatWest's roster comprises Joshua, Miller Bainbridge, M&C Saatchi's direct shop LIDA and Red Tag.

M&C Saatchi handles the advertising account for RBS and NatWest. It will not be affected by the direct marketing pitch.

The review follows several agency changes by RBS brands. Last year, NatWest began trimming its direct roster in an attempt to achieve greater efficiency.

NatWest's direct mail spend of about £10.7m last year accounted for the majority of its below-the-line investment, according to Nielsen Media Research. It put another £2.2m into its combined online and press advertising.

RBS invested £3.7m in direct mail, with its press and online spend totalling £2.5m.

NatWest has 5.4m current-account holders, according to Mintel. It trails Lloyds TSB, which has 8.1m, and Barclays with 5.5m. RBS has 1.8m customers.

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