The scandal-hit Anglo Irish Bank is planning to a re-branding paid for by the Irish taxpayers who bailed it out.
The most infamous name in the Republic’s financial history is set to be discarded, as part of an image overhaul costing hundreds of thousands of euro.
The bank's bosses have ordered the state-funded makeover, after putting a contract out to public tender. With its former boss Sean FitzPatrick now bankrupt and its name in tatters, bank bosses want a brand consultant to help it shrug off its past.
The bank has invited consultants to tender for a new contract, to help Anglo “overcome the impact of decisions made in the past and to become a constructive component of a reformed and modernised Irish banking structure”.
Andrew Bradley, partner at Dublin-based Bradley McGurk brand consultants said: “The Anglo brand has lost credibility. They could be on to something, giving it a new name, and should be brave. They have to create a new image.”