British Airways Holidays has poached Edward Pertwee, one of the key
marketers behind NatWest’s current brand-building advertising, for the
role of marketing communications manager.
Pertwee will report to head of sales and marketing at BA Holidays,
Tricia Warwick. He helped develop NatWest’s soap-opera style ads based
around the activities of the Canning family which were intended to form
the backbone of the bank’s brand building and product marketing over the
next three to four years.
The move comes as BA makes increasing efforts to broaden its brand from
its core business as an airline into a complete travel provider.
BA Holidays, which provides package holidays via BA scheduled flights,
is seen as a crucial part of the strategy.
Pertwee’s role at NatWest included managing the bank’s relationship with
its floating roster of marketing communications agencies, which is
understood to be under review.