Lloyds Banking Group (UK)

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Lloyds Banking Group was created in 2009 by the government-brokered merger of what was then Lloyds TSB with failing rival HBOS. It followed a quiet few years for Lloyds TSB in which that once-mighty bank had been overtaken on the global stage by a succession of more aggressive domestic rivals. The opportunity to double in size through the acquisition of HBOS seemed heaven-sent at the time, but the process was to prove far more challenging than either the government or Lloyds TSB's management had anticipated. The gathering pace of the global financial crisis was such that Lloyds TSB required government assistance to complete the takeover, and hurried due diligence failed to anticipate the true scale of HBOS's appalling financial problems, which continued to bleed red ink throughout the year following the merger. Despite a massive cash call to investors, Lloyds remained dependent on the support of the British Treasury, which had acquired 41% of its equity. Those shares finally began to be sold in 2015. In addition, in recompense for the state aid it had received, Lloyds was forced to spin off part of its retail estate into what is now the entirely separate TSB Bank. The remaining group is still the UK's biggest banking business, operating under multiple brands including Lloyds, Halifax and Bank of Scotland.

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Lloyds TSB Scottish Widows
Halifax C&G
Bank of Scotland Clerical Medical

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 13th Apr 2017: Ads of the Week: "By Your Side". In a big nod towards Brexit worries, Adam&Eve DDB's handsome new campaign for Lloyds Bank follows in the footsteps of its predecessor, with a montage representing moments of great personal and social change through British history. Don't worry, we're still here, says Lloyds, with help from its long-running black horse brand mascot and some lustrous photography. Nice to hear Camille Yarborough's Praise You "straight" again, without Fatboy Slim & Spike Jonze's pavement performance art crew. This is a new version from Hannah Grace. 

Adbrands Weekly Update 23rd Feb 2017: There were winners and losers among British banks, all reporting this week. The clear winners are Lloyds and Barclays. With the worst of their regulatory problems and PPI provisions now in the rear mirror, and their respective commercial banking businesses reaping the rewards of the post-Trump boom, both saw dramatic improvements in performance, at least on paper. Lloyds' statutory net profits more than doubled to £2.5bn, though total income slipped back to £17.3bn. Barclays did even better, with net profit soaring to £1.6bn, compared to a £394m loss in 2015, on revenues down slightly to £21.5bn. The biggest contributor to profitability in both cases was a sharp fall in provisions for conduct and litigation charges. By contrast, the losing side was represented by HSBC and RBS. Divestments and slowing growth in Hong Kong and the UK caused HSBC's revenues to fall to $59.84bn, their lowest level since 2004. Impairments, losses on those divestments and high tax charges prompted net profit to plunge by 77% to $3.45bn. RBS results are out tomorrow and are expected to show another huge loss, marking the struggling bank's 9th consecutive year in the red. A huge provision for mis-sold US mortgage securities resulted in a deficit of as much as £7bn.

Adbrands Weekly Update 22nd Dec 2016: Lloyds Banking Group secured a deal to acquire Bank of America's UK credit card division MBNA for £1.9bn. That business has assets of around £7bn, and will increase revenues in Lloyds' already substantial credit card business by around £650m a year. Though MBNA will be kept as a separate operating unit, it will increase Lloyds' overall share of the UK credit card market by 11% to 26%, narrowly behind Barclaycard at around 28%.

Adbrands Weekly Update 24th Nov 2016: Lloyds Banking Group has overtaken private equity fund Cerberus as frontrunner to acquire Bank of America's substantial UK credit card division, which still operates under the MBNA banner. If a deal takes place, it will be Lloyds' first acquisition in the seven years since it was bailed out by the UK Government following its disastrous takeover of HBOS. That resulted in a ban on any further expansion while the group remained under state ownership. However the Government has now shed most of its stake, and plans to unload the remaining 10% of equity into the market over the next few weeks. That would allow Lloyds to push ahead with this and other acquisitions. A deal for MBNA would increase Lloyds' share of the UK credit card market to around 26%, just behind market leader Barclaycard at 28%. That may prompt regulators to demand divestiture of some accounts.

Adbrands Weekly Update 10th Mar 2016: Ads Of The Week: "For Your Next Step". Adam&Eve DDB shows yet again why it's London's reigning creative powerhouse with this superb campaign for Lloyds Bank; its first since winning the overall account from RKCR/Y&R. This film ticks every emotional box without being flashy or sentimental. Birth, death, love and (gay) marriage, even a father's fears for his daughter's first day at a new school. And slow motion too, just to put the final cherry on top. Because everything looks better with slow-mo. Lovely.

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