NEW YORK: Europe’s second biggest bank had a problem. It was on track for an aggressive expansion in the United States, but too few Americans had heard of it and even on Wall Street its name was not familiar enough.
To get itself on the map, Royal Bank of Scotland (RBS) turned to advertising agency M&C Saatchi and a series of North American sporting heroes it considered peerless – golf legend Jack Nicklaus, tennis record-breaker Pete Sampras and ice hockey icon Wayne Gretzky.
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