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.