NEWS: Lloyds TSB awards pounds 20.5m to CIA

Lloyds TSB Group has denied it is to rebrand and pool its creative advertising into one agency, following the award of its pounds 20.5 million centralised media account to CIA Medianetwork this week.

Lloyds TSB Group has denied it is to rebrand and pool its creative

advertising into one agency, following the award of its pounds 20.5

million centralised media account to CIA Medianetwork this week.



Lloyds TSB claimed the appointment of CIA would not precipitate a

creative pitch between Lowe Howard-Spink, the incumbent on Lloyds, and

DMB&B, which handles the TSB.



Dennis Holt, managing director sales and marketing services at Lloyds

TSB Group, said: ‘We have very strong relationships with both Lowes and

DMB&B which we are happy with, and we have no plans to change them.’



CIA saw off the Lowes media department and the Network to win the

business. The pitch was overseen by Tim Pile, Lloyds TSB’s marketing

services director, who is rumoured to be on the verge of leaving the

company. He was not available for comment.



The loss is a blow for Lowes: not only had it held Lloyds Bank on a

full-service basis since 1982, but it was using the pitch to illustrate

its way of doing business as it prepares to launch a separate media

venture in tandem with its sister Interpublic shop, Initiative Media

(Campaign, 12 July).



The decision to centralise the media has been expected since Lloyds Bank

acquired TSB in October last year.



However, while the cost savings that it wants to achieve through

centralisation were high on the Lloyds TSB list of priorities, the

balance seems to have been tipped in CIA’s favour by its beefed-up

planning function and its additional resources, such as CIA Group’s

research arm, CIA MediaLab.



‘All three agencies performed extremely well against our selection

criteria and the final decision was very difficult,’ said Holt.

‘However, ultimately we felt CIA was the right choice.’



CIA’s victory comes on the back of its pounds 25 million pan-European

Swatch strategic planning win in April (Campaign, 12 April) and the

dollars 30 million Wrangler triumph in January (Campaign, 5 January).

The agency has held the TSB media account for five years.



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