Royal Bank of Scotland

Bailed out at the height of the 2008 banking crisis. The challenge was to reposition the Royal Bank of Scotland (RBS) as a UK focused bank that no longer desired rapid global expansion of years before.

The goal, for the UK’s 4^th largest banking group (that included RBS and Natwest banking brads) was to re-build trust and change customer sentiment.

Despite the challenges and criticism, we used the high profile NatWest sponsorship of English cricket and the RBS Six Nations to carry forward its new focus as we operationally scaled back. 

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