Two of the incumbents on the account, Tri-Direct and AMS, repitched for the work along with Walker Media and Zenith. However, Manning Gottlieb OMD, which also handled some of the business, did not repitch.
Alliance & Leicester called the review the account after deciding to spend more money below-the-line on what it described as "accountable direct response media".
Stephen Leonard, marketing services director at Alliance & Leicester, said: "We are already a major direct marketing organisation, being the number one direct loan brand in the UK, distributing more than 1bn pieces annually. We are now leveraging this direct expertise across our product lines."
He added: "It made strategic sense from both a planning and buying perspective to integrate the business into a single agency."
Alliance & Leicester uses Proximity London for below-the-line work. Until December last year, it used D'Arcy on creative, but the agency resigned the account to work on the US credit card company Capital One. The bank saying it has no plans to appointed a new agency.
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