First Direct set to integrate online and offline tasks

First Direct is rolling its brand communications and e-marketing roles into one, in a move that will see the brand’s online and offline services marketed more closely.

First Direct is rolling its brand communications and e-marketing

roles into one, in a move that will see the brand’s online and offline

services marketed more closely.



The move follows the departure earlier this month of head of brand

communications Mike Phillipson, to become Time Computer’s first head of

marketing.



Nick Bowyer, head of e-marketing, will take on responsibility for

Phillipson’s role, becoming head of brand marketing. Bowyer joined First

Direct in November from the Co-operative Bank, where he was head of

personal marketing and project director for the internet bank Smile.



Bowyer, who now takes on responsibility for all branding, said First

Direct is looking to integrate the development of the brand. ’This means

all the above-the-line advertising will be done together,’ he said.



A new TV and press campaign breaks on September 4 promoting First

Direct’s integrated banking service as the bank ’that let’s you have it

all’.



Last month, First Direct announced it would be the first bank to offer

similar interest rates to those of online banks.



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