The brand – being separated from Lloyds Banking Group at the behest of the European competition authorities – will reappear on UK high streets on 9 September, nearly 20 years after disappearing following its merger with Lloyds in 1995. As part of a reported £30m rebranding process, 631 Lloyds TSB branches across the country will change to TSB, with Lloyds TSB branches reverting to Lloyds Bank later in the month. As a result, 8m accounts will switch over to TSB. A proposed sale of the bank to The Co-operative Group collapsed earlier this year. TSB is to position itself as an ethical community bank, vowing to "share [its] success" with customers and with the local economies and communities it operates in. A major launch marketing campaign, being devised by ad agency Joint, is set to roll out next month. It has also launched a new website to help inform customers affected by the changes. Separately, Mike Regnier has been appointed products and marketing director at TSB.