Tom Holmes talks to Eva Eisenschimmel, Managing Director, Customers, Brands, Digital and Telephone Banking, Lloyds Banking Group (LBG).
Eva joined Lloyds Banking Group in September 2010 as Managing Director, Group Marketing and Direct Channels and to head up the Group's Internet, Mobile and Telephone Banking channels. Eva is also responsible for developing and delivering customer centred brand strategies for Halifax, LloydsTSB and Bank of Scotland as well as for the Group's specialist brands such as Cheltenham & Gloucester, Sainsbury’s Bank and Birmingham Midshires.
Previously, Eva was the Chief Operating Officer at EDF Energy, where she modernised the Customer Branch, played a lead role in the acquisition and integration of British Energy (£12.5 billion) and the disposal of the Networks business unit. Prior to EDF, she was general manager for relationship marketing at British Airways. She has also held marketing positions at Häagen-Daz, United Distillers and Allied Domecq.
TH: As Lloyds Banking Group Managing Director Customers, Brands, Digital and Telephone Banking, what is your primary focus?
EE: I’m lucky to lead the teams responsible for Brand Management & Marketing, Customer Value Management, Digital and Telephone Banking. Our primary focus is to serve our customers and to do everything we can to drive Lloyds Banking Group towards being the best bank for customers, colleagues and communities.
TH: What are the main challenges for your sector/category over the next 12 months?
EE: First, I’d call out the challenge of ensuring that each customer’s experience is designed and delivered to be joined up across multiple channels and touchpoints; this is far from simple. Next is reinforcing the pride of colleagues within the Bank who do a fantastic job and are driven to do the right thing for customers, yet have to read so many harsh, and often untruthful, things about themselves in the media. And, third is the requirement to address fast moving regulatory change and ensure it keeps pace with the technological developments driving consumer behaviour.
TH: What are the advantages to LBG of having a centralised brands and marketing unit?
EE: We are fortunate in having a portfolio of iconic brands and the central team is designed to first define the strategy for each of these in the competitive and customer context, as well as ensure that each is distinctive, well positioned and appropriately funded. Then, the team develops the communications plans to optimise that investment across myriad channels, before producing the materials required and managing the partnerships which are so key to successful brand management. This central team also works very closely with colleagues in Customer Value Management to ensure they make full use of our customer insight, with colleagues in the Products team who design the offers for customers by brand, and with colleagues in the three channels who bring the whole brand promise to life through their daily contact with our customers.
TH: Your career has spanned LBG, EDF Energy, Allied Domecq, British Airways, Mars, Accenture, United Distillers and Haagen-Dazs, what have been the high points?
EE: I have been so lucky to work in such diverse sectors, but there are three common threads which bind my experience: great brands, customer focus and great people. I learned about inspirational leadership at Mars, the value of corporate entrepreneurship at Haagen-Dazs, the power of innovation at Allied Domecq, how to manage through a crisis at British Airways and the criticality of responsible business at EDF Energy.
TH: Along the way, which marketers have particularly impressed and inspired you?
EE: My first, and brilliant, brands teacher was Monica Woo at United Distillers – an amazing marketer who taught me the importance of balancing judgement and intuition with data and analysis. But I have learned loads from Peter Littlewood at Mars, Simon Esberger at Haagen-Dazs, Steve Yelland at Protocol, Mike Hoban at British Airways and am learning more now from Catherine Kehoe at Lloyds Banking Group.
TH: What work you have done recently makes you the most proud?
EE: I’d like to think that we don’t use work that we aren’t proud of. We were thrilled at the end of 2011 to win the Overall Marketing Effectiveness Award from the Financial Service Forum – as it’s the impact of the work that matters most and recognition from your peers is wonderful. I’m proud of the new work for the Halifax and for the Bank of Scotland, as well as the current account focused campaign for Lloyds TSB. And, I’m enormously proud of the apps we launched last year for each brand, which took number one, two and three slots in the rankings in the Apple App Store. So far, in a couple of months, we’ve had over 1.4 million downloads (Lloyds TSB app, Halifax app, Bank of Scotland app)
TH: How do you see the media landscape unfolding in the next 5 years?
EE: I believe the main evolution will be the degree of inter-connection between media channels and communication devices. I’m sure we’ll be doing things in five years that we can’t even conceive of now!
TH: Do you prefer to use an ‘integrated’ agency approach or specialist agencies by individual discipline?
EE: I personally prefer to use agencies with key areas of specialization, but this does require everyone to work closely together. I’ve usually found this leads to great work and a great team spirit.
TH: Do you prefer to use local agencies by market or international/global agencies?
EE: I generally subscribe to the benefit of local agencies best understanding local markets and consumers, although lead agencies can ably develop brand strategies and architectures that span internationally.
TH: When choosing agencies in the past were you ever influenced by awards?
EE: Usually, you’re aware of the great work by an agency before the awards follow and that’s what most strikes a chord.
TH: How often do you look at new agencies or review your roster?
EE: As rarely as possible – as I value loyalty and the benefit of building long term partnerships. In any case, it often takes a year before a new marketing relationship is really firing on all cylinders so there needs to be a powerful reason to change. It is key to keep the relationship fresh of course.
TH: Would you ever consider awarding an agency business without a pitch? What would they have to do / demonstrate?
EE: No, and my Sourcing colleagues wouldn’t allow it in any case.
TH: What are your top tips to agencies when presenting credentials to you?
EE: Spend time learning about our business and trying to get to the heart of our brand heritage – and then electrify us with your vision and passion to help us build value.
TH: What was the most impressive agency presentation you have ever seen?
TH: Thanks Eva
Lloyds Banking Group rejigs marketing set-up as top Halifax marketer leaves
by Alex Brownsell, 16 March 2011
Lloyds Banking Group is to overhaul its UK marketing operations, as it looks to improve the effectiveness of its communications. The marketing division is to be renamed the 'customer and brand function', with the creation of several roles to help the team 'deliver an end-to-end' proposition. The team will focus on four areas: customer strategy, customer value manage- ment, customer experience and London 2012, and brand marketing. Alongside the reshuffle, Steve Griffiths, director of brand and customer marketing for Halifax, is to leave in June. It is believed he does not have another job to go to. Former Accenture marketer Michael Payne is also leaving his role as head of one-to-one marketing. External recruitment for both jobs will commence this month. Griffiths' last major contribution was to appoint Adam & Eve to Halifax's £25m ad account, moving the business out of DLKW Lowe, and ending a 10-year partnership with the agency. He took up his current role after the 2008 merger between Lloyds TSB and HBOS. Prior to that, Griffiths had operated as head of marketing for HBOS-owned Bank of Scotland.
Halifax's most recent TV ads featured a fictional radio station, where members of staff would broadcast messages to customers. The campaign kicked off in 2009. Last week, the brand rolled out a full-page print ad campaign, featuring staff standing next to giant blue cubes. Each ad highlighted benefits of its products. The rejig comes as Lloyds chief executive Antonio Horta-Osorio, who joined last month from rival Santander, also makes a number of changes to the leadership of the majority-state-owned bank. Group executive director for retail Helen Weir is to step down. She will be replaced by former Santander chief financial officer Antonio Lorenzo, who will now oversee retail banking and marketing, and reports to Horta-Osorio. A Lloyds spokesman said Eva Eisenschimmel, managing director of group marketing and direct channels, who joined from EDF Energy last year, is unaffected by the changes. Eisenschimmel, who previously reported to Weir, will now report to Lorenzo. Eisenschimmel replaced former chief marketing officer Nigel Gilbert, who now operates in the equivalent role at Virgin Media.
Lloyds overhauls retail marketing setup
By Russell Parsons Wed, 9 Mar 2011
Lloyds Banking Group has handed overall responsibility for the marketing of its retail banking division to Antonio Lorenzo as part of a restructure of its marketing function. Oversight of retail marketing and product strategy across all of the group’s retail brands - including Lloyds TSB, Halifax and Bank of Scotland - has been centralised under the stewardship of Lorenzo, who will continue to lead the group’s wealth and international division. Lorenzo will report directly to the group’s new chief executive, António Horta-Osório. News of Lorenzo’s expanded role comes as it was announced that Helen Weir, group executive director for retail, is to step down. It is not thought she has a job to go. In addition, Archie Kane, group executive director for insurance and Scotland, is to retire. Analysts suggest that Horta-Osório, who officially joined from Santander earlier this month, is trying to break with the banking group’s recent past. The departure of Weir, Kane and previous chief executive Eric Daniels means that only finance director Tim Tookey and wholesale boss Truett Tate are left of the team that led the takeover of HBOS at the height of the financial crisis in 2008. The takeover left Lloyds 41% owned by the taxpayer. Horta-Osório brought Lorenzo with him from Santander. He is not thought to have any specific marketing experience and was chief financial officer of the bank’s UK business before joining Lloyds. He did, however, previously lead its retail intermediary division. It is not yet known how Lorenzo’s appointment will affect managing director for group marketing and direct channels Eva Eisenschimmel, who joined from EDF Energy last year. Further changes are expected to be announced when a strategic review of the business, led by Horta-Osório, is completed. Horta-Osório says in a statement: “These changes to the group’s management team will enable us to focus on meeting our 2011 targets, whilst putting in place some of the foundations which will enable us to deliver on our longer-term plans following the conclusion of the strategic review which is currently underway.”
YouGov Insight: Lloyds TSB
Lloyds TSB is the largest provider of current accounts in the UK, recording 15% consumer penetration in the latest YouGov Current Accounts report.
In return for receiving state aid and having the merger with HBOS approved, Lloyds has to dispose of 600 branches in order to reduce its dominant position in the current account and mortgage markets by 5 percentage points.
Lloyds TSB (16%) trails Natwest (23%) in consumer penetration for student/young person’s accounts.
Lloyds poaches EDF chief for top role
by Alex Brownsell, 16 February 2010
LONDON - Lloyds Banking Group (LBG) is set to appoint EDF Energy boss Eva Eisenschimmel to the role of chief marketing officer as part of a wider management restructure. Eisenschimmel's appointment has yet to be approved by the Financial Services Auth-ority. If it is, the current EDF Energy UK chief officer for people, operation and brand performance, will take on one of the most powerful roles in UK marketing. She is set to replace Nigel Gilbert, who left the banking group in December after just a year in the role. Eisenschimmel will report to Helen Weir, group executive director for retail banking; her role will be wider than Gilbert's, with operational as well as marketing responsibilities. LBG's restructure means the three brand marketers reporting to Eisenschimmel - Catherine Kehoe at Lloyds TSB, Steven Griffiths at Halifax and Bank of Scotland, and Joe Clift for other brands - will be given greater autonomy. Prior to joining EDF in 2006, Eisenschimmel was general manager for relationship marketing at British Airways. She has also held marketing positions at Häagen-Dazs, United Distillers and Allied Domecq.
About the Editor...
Tom Holmes heads up the ‘Market Leader Interview’ initiative, which has amassed over 7,000 views since launch.
Tom Holmes outside Lloyds Banking Group, 25 Gresham Street, London, EC2V 7HN
As Founder & Chairman, Tom launched creativebrief in 2002 with the intention of revolutionising agency search and selection. For many companies, marketing success depends largely on the quality of agencies and media partners a brand engages. However, finding the right ones can prove difficult and time consuming, as the marketplace is complex and constantly changing.
creativebrief is now the leading provider of agency intelligence to senior marketers and makes the marketing landscape more accessible, transparent and navigable, providing brands with the critical intelligence required to make accurate and informed decisions.
Tom is also Co-Founder of EIMF (Edinburgh International Marketing Festival) the newcomer to the City’s world famous festival calendar and is the first of its kind globally. The vision of the Festival is the celebration of the marketing industry, creativity and commercial value in all forms throughout our society, adding an entirely new focus to both the Edinburgh Festival calendar and to the development of the creative industry and cultural economy.
He is also instrumental, through his extensive international network of high level government, corporate and marketing leaders in many countries, in providing the global advantage our consulting group delivers to many public and private organisations around the world.
Prior to creativebrief, Tom spent over 20 years working with some of the world’s leading agencies and brands in UK and internationally, including Account Management roles at WCRS and Saatchi & Saatchi, Board Director of The Lowe Group and Executive Vice President of Grey Worldwide.