Case Study: RBS achieves enhanced customer engagement and thought leadership with John Brown Media

RBS - Customer Case Study

RBS needed a way to engage dispersed Corporate & Commercial customers — regional finance directors and CEOs — with high‑value, time‑efficient content that would demonstrate the bank’s sector expertise and position it as more than a lender. John Brown Media was engaged to deliver Business Agenda, a dedicated masthead across print, website and video (print and website content) tailored to the needs and expectations of that senior audience.

John Brown Media produced a multi‑channel programme — magazine, companion website, video, white papers and events — delivering 320 pages of original content in the past year, featuring 50+ RBS experts and strong customer participation. The Business Agenda work increased client engagement (15% of readers reported enhanced knowledge of RBS services), became a practical discussion tool for relationship directors and helped drive client conversations and business growth for RBS.

RBS

Andy Ellis

Head of Strategy