TMW scoops £20m Lloyds TSB direct task

Lloyds TSB is tipped to hand the bulk of its £20m direct marketing budget to Tullo Marshall Warren.

The direct marketing specialist pitched against FCBi, Partners Andrews Aldridge and WWAV Rapp Collins to win the business in a review overseen by the AAR. All four agencies were on the high street bank’s roster. It is thought that the competing agencies will be kept on roster for project work.

The move follows Lloyds TSB’s decision in May to move towards a new direct marketing agency model, with one agency taking a strategic or lead role to work alongside its existing advertising agency Rainey Kelly Campbell Roalfe/Y&R (MW May 5). The review was first tipped by Marketing Week late last year (MW September 30, 2004).

The bank started to overhaul its marketing operations in September when it undertook a sweeping internal review of its creative and media roster and all agencies it had worked with on individual projects.

Lloyds TSB is also involved in a review of its media planning, also through the AAR, and its digital media agencies. The bank’s media planning business, worth £12.5m, is held by Zenith Optimedia, though the agency’s media buying account with Lloyds TSB is not affected by the review. All three reviews have been overseen by Lloyds TSB head of marketing Alan Gilmour.

At the time of going to press, Lloyds TSB was not available for comment. Formal confirmation of the appointment is expected later this week.

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