The appointment is the precursor to a significant return to TV advertising for the financial services company since it split with D'Arcy at the end of 2001.
PWLC was assigned the business after a pitch involving four London and regional shops. It bolsters the agency's existing relationship with Alliance & Leicester, with which it already works on brand development.
PWLC, whose clients include Fox's Biscuits and the furniture retailer DFS, is currently working on a TV campaign which will break later this year. It will be supported by press, point-of-sale and online activity.
Media planning and buying remains with MediaVest Manchester. Alliance & Leicester's last high-profile campaign was through D'Arcy. It featured a bemused Eskimo and the strapline: "Making questions count."
D'Arcy was forced to resign the business it had picked up from BMP DDB in July 2000 when it took on the US credit card company Capital One.
Last September, Alliance & Leicester confirmed it was looking to reposition and relaunch its brand during 2003 and would focus on "more accountable and direct response media".
Its appointment of Media-Vest Manchester was because of its direct experience.