The appointment will see MEC assume responsibility for the enlarged Group’s portfolio of brands including Lloyds TSB, Halifax and Bank of Scotland.
The appointment comes following a competitive four-month pitch process, including Lloyds TSB and HBOS incumbent agencies, ZenithOptimedia and Vizeum, plus OMD and MEC.
Nigel Gilbert, marketing director of Lloyds Banking Group, says he looks forward to working with MEC to “ensure we have the best possible model consistent with our future brand and business plans”.
MEC won the account after a final shoot-out against ZenithOptimedia.
Lloyds Banking Group, now 43% owned by the taxpayer, formed in January after Lloyds TSB acquired HBOS.
It has restructured its marketing department following the acquisition including bringing in former Visa marketer Joe Clift as head of brand/customer marketing to work under group marketing director Gilbert.