Lloyds TSB to review its marketing comms

Lloyds TSB is reviewing its marketing communications roster, which may
lead to a consolidation of the business.

The review, which is being handled by The Haystack Group, will include
its direct marketing, digital and integrated agencies but does not…

Lloyds TSB is reviewing its marketing communications roster, which may lead to a consolidation of the business.

The review, which is being handled by The Haystack Group, will include its direct marketing, digital and integrated agencies but does not affect creative agency Rainey Kelly Campbell Roalfe/-Y&R or media agency ZenithOptimedia.

The banking giant currently uses Tullo Marshall Warren, Partners Andrews Aldridge, Meridian Outdoor, Factor 3 Communications, Shake Interactive and Family.

It will be the first major review undertaken by group marketing director Nigel Gilbert, the former chairman and chief executive of Lowe Group in Asia-Pacific. He replaced interim marketer Alan Silberstein in September, who was brought in following the departure of Helen Stevenson in March last year.

The bank carried out a review of its marketing services roster in February 2005, which also included non-roster agencies that had been working on a project basis. It later consolidated its £50m direct marketing business into PAA and TMW and dropped WWAV Rapp Collins and FCBi from the roster. It also conducted an abortive review of its media account, scrapping the pitch and reappointing ZenithOptimedia.

Gilbert has already appointed strategic sponsorship consultancy Red Mandarin to the roster, ahead of being unveiled as the first top tier sponsor of London 2012. The bank also plans to recruit number of senior marketers to work on the Olympic sponsorship.

Lloyds declined to comment on the review.

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