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Royal Bank Of Scotland Group Launches "Make It Happen" Marketing Campaign Developed Jointly With Dow Jones


NEW YORK, April 10, 2007 (PRIME NEWSWIRE) -- The Royal Bank of Scotland Group (RBS) launched “Make it happen,” an innovative new marketing program developed jointly with Dow Jones, using the company’s video and print properties.

The RBS brand campaign is tied thematically to RBS’s existing advertising campaign extolling the virtues of creativity, clarity, resourcefulness and ingenuity in business. It will run through the end of 2007.

“Make it happen” features online video interviews with prominent business leaders who have appeared previously in The Wall Street Journal, along with print ads driving traffic to a special RBS microsite. The program will appear across The Wall Street Journal and Barron’s in print and online and tap into Dow Jones’s influential worldwide audience of more than 14 million.

“The leaders interviewed through this innovative partnership bring key business attributes to life and speak meaningfully to the large influential audience we want to reach,” said Peter Prince, group brand manager of RBS.

“Make it happen” aims to demonstrate RBS’s corporate ethos that actions speak louder than words. The campaign was created by Dow Jones Integrated Solutions, a group within Dow Jones & Company that offers customized, integrated marketing and advertising solutions across all Dow Jones brands and assists companies in maximizing their marketing and advertising dollars across the company.

“RBS is an innovative marketer that has aligned its business culture with its brand message,” said Michael Henry, vice president of Dow Jones Integrated Solutions. “The ’Make it happen’ campaign succeeds by providing our audience with valuable business insights from decision makers they can relate to and respect.”


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