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
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
Last month, First Direct announced it would be the first bank to offer
similar interest rates to those of online banks.