Lloyds Bank: Reflecting Modern Britain – Ethnicity in Advertising

Lloyds Banking Group, a retail and commercial bank, looked into the representation of certain groups in its ads in an effort to promote more diversity in advertising in the UK.

Campaign details

Brand: Lloyds Banking Group Agency: COG Research/Space Doctors Country: UK

Synopsis

Introduction

Lloyds Banking Group are committed to representing the whole of the UK, in employment, in serving their customers, and in marketing. In 2015 they asked COG to review UK advertising, to measure how well diversity was represented by the financial secto). Some key take-outs from the 2015 research were that the majority of all respondents don't feel ads represent them accurately, with these feelings even more widespread among BAME and older respondents.