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Ulster Bank's £3m PR drive aims to win back client trust

By Staff Reporter

Published 11/02/2016

Ulster Bank’s Maeve McMahon
Ulster Bank’s Maeve McMahon

Ulster Bank has said it has invested more than £3m in a major marketing campaign.

The bank said it wanted to "pave the way" towards rebuilding the trust of its customers.

London agency Ogilvy & Mather was charged with creating the new marketing campaign.

Ulster Bank said the campaign represented a move away from traditional product advertising, instead letting "the customer take centre stage".

The campaign will feature on TV, billboard, print and other digital advertising.

Maeve McMahon, director of customer experience and products at Ulster Bank, said: Our customers and what matters to them are at the heart of this campaign to recharge and revitalise our brand.

"We are focused on improved and exemplary service, and in doing so building our customers' trust into genuine advocacy - taking on board their feedback as we work hard to meet their needs.

"This campaign marks an important step on the brand's journey towards being number one for customer service, trust and advocacy."

Ulster Bank systems have suffered from a number of IT glitches in recent years which have left customers unable to access their accounts.

The new TV advertising debuted last Sunday during the first game featuring Ireland as part of the RBS 6 Nations Championship.

Belfast Telegraph

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