Chris Moss, the man who created the Orange brand for Hutchison Telecom,
has been brought in by the TSB as head of campaign management.
The new role puts Moss in charge of coordination for all the bank’s
product and branding campaigns as it prepares for the pounds 13.6bn
merger with Lloyds.
He will also be involved in determining creative strategy and media
Marketing services director, Tim Pile, said: ‘This is a long-term
assignment. Chris will be responsible for making sure our campaigns are
as effective and as powerful as possible, and ensuring that the brand is
built at the same time.’
‘Next year will be tougher than ever,’ he added. ‘New technology is
reducing barriers to entry with more new players entering the market. We
need to be ready for those challenges.’
Moss’s appointment follows the departure of TSB’s head of advertising,
Melanie Rhodes, in October. Pile refused to comment on whether TSB
intended to replace her. ‘I cannot comment on internal structures,’ he
Moss was with Orange for about 18 months before being ousted by the
telecoms company. Before that, he was marketing director for Virgin
Atlantic for eight years.
He will continue to run his own consultancy company, The Inspiration
Partnership, while working at TSB. He said that it had not been
discussed whether his new role at TSB might become a permanent one.