The campaign will focus on how assets-based lending can help businesses achieve their goals. The campaign uses a series of positive-thinking words including "unbeatable", "enabling", "viable", "expandable" and "reliable". In each word the "abl" of assets-based lending is highlighted.
Direct marketing activity starts this week and will include a variety of materials to generate interest among prospects and clients. It supports the national press ad campaign, which launched at the weekend in the Sunday Times.
Gill Hall, marketing manger at Lloyds TSB Commercial Finance, said: "The uniting of four brands -- Alex Lawrie Factors, CashFriday, Lloyds TSB Asset Finance and Lloyds TSB Commercial Finance -- while clearly presenting the offer to business audiences and staff, is a huge and complex marketing task. Target came up with a fresh approach and simple concept that worked across all media."
Cheltenham-based Target Marketing has recently announced a string of account wins including Lloyds TSB, Powergen and Fired Earth.
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