So it’s not surprising that the erstwhile lord mayor of London and current chairman of Deutsche Bank,s European investment banking business is the prime mover behind BI’s rebranding. The oddly named organization is supposed to be the head cheerleader for the U.K.,s booming financial services industry; it was rechristened BI two years ago to get rid of the even-worse-sounding British Invisibles.
Levene says that the latest rebranding exercise, which includes yet another new name , International Financial Services, London , as well as new offices, a new board and a sharpened focus, will make the trade body “an efficient and effective promotional tool.”
Another change will be a cut in overseas marketing programs. “We will focus on visits to the U.K. by finance ministers, central bankers and senior business figures, and will put on events for members here,” says Levene, who was brought on as BI’s chairman to shake things up. “If our members want to meet people in Bangkok or Bogotá, they can generally find their own way there.”
Levene hopes that the overhauled organization will become a visible force in promoting U.K. financial services. “This is the largest industry in the country, and it deserves professional representation,” he says.
