How Lloyds put effectiveness at the heart of marketing

Lloyds Banking Group has transformed its business and its marketing in the 10 years since the financial crisis by centralising the marketing function to ensure it is focused on delivering effective marketing that can be traced back to real business outcomes.
The reputation of Lloyds, and the banking sector at large, was hit hard during the global recession in 2008/2009 and it has taken years to rebuild it. And while Lloyds has been overhauling its business since then, it has also reworked how i