CASE STUDY: BANK OF SCOTLAND
FIRST WORD   CASE STUDY 1   CASE STUDY 2   CASE STUDY 3   CASE STUDY 4   CASE STUDY 5   CONTACT	When Bank of Scotland launched their first cash machines, they found themselves on their back foot: their rival Royal Bank of Scotland's version was already a well-established and well-used commodity.      The launch advertising clearly had to have impact and appeal if Bank of Scotland's new product was to be taken seriously.      Innovative television commercials and striking press advertisements, with Richard Squirrell responsible for all the copy, strongly made the point for Bank of Scotland's Keycard - with the television commercials earning a U.S. award for creativity. A further advertisement written by Richard Squirrell: aimed at farmers, this was also to win an American award for creativity.