LIDA, the direct marketing arm of M&C Saatchi, has been appointed by the fund management company Legg-Mason Investors after a five-way pitch.
LIDA pitched for the account, which is worth pounds 1 million, against agencies including the incumbent Walsh Trott Chick Smith.
The first work is due to break in mid-February and will include the promotion of services such as LeggMason's UK emerging growth ISA, a fund managed by Murray Johnstone, the high-profile City fund manager who recently joined LeggMason. Johnstone is likely to feature in the advertising.
Media will continue to be bought by MediaCom TMB.
Lisa Thomas, LIDA's chief executive, said: 'We're setting out to defy the convention that financial services advertising has to be dull, predictable and formula-driven.'
Lindsay Firth-McGuckin, the marketing director of LeggMason Investors, said: 'We're not traditional City types. We were looking for an agency that had through-the-line expertise coupled with a keen and fresh approach to financial services marketing.'
LeggMason is a global fund management company that offers financial services advice to consumers and institutional investors.