Halifax to craft new look

The Halifax has recruited Philip Hanson, European managing director of Tricon Restaurants, the group which owns former Pepsico brands KFC, Pizza Hut and Taco Bell, as its general manager for marketing.

The Halifax has recruited Philip Hanson, European managing director

of Tricon Restaurants, the group which owns former Pepsico brands KFC,

Pizza Hut and Taco Bell, as its general manager for marketing.



Hanson, who takes control of the Halifax’s pounds 60m advertising and

direct marketing budget from February, will be responsible for crafting

a new identity for the bank following its flotation in June. He replaces

Judy Atchison who left the company last year.



The Halifax, which is the UK’s third-largest bank and is famous for its

long running ’People’ campaign through Bates Dorland, is expected to

launch a fresh marketing strategy next year. Like other newly-converted

banks such as the Woolwich and Alliance & Leicester, the Halifax is

unlikely to be able to trade on value-for-money building society

credentials for long. The bank will need to build a stronger identity if

it is to defend its 20 million customers from competitors such as

Sainsbury’s, Tesco, First Direct and Virgin. Abbey National, which

became a bank in 1989, is likely to set the pace with a brand relaunch

after Christmas based on service.



The recruitment of Hanson, who was behind initiatives such as the launch

of Pizza Hut’s Stuffed Crust Pizza across Europe, signals that Halifax

intends to adopt a similar customer-focused strategy.



The bank is currently conducting a review of its pounds 35m direct

marketing business, held by Bates Communications, but has denied it is

to hold a creative review.



Tricon Restaurants was formed after Pepsico hived off the KFC, Pizza Hut

and Taco Bell brands into a separate company in October, in order to

concentrate on its core drinks and snacks business.



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