Havas Helia has reportedly scooped the Lloyds Banking Group direct marketing business, bringing the curtain down on the finance giant’s eight-year relationship with Proximity London.
The bank kicked off the review in November last year, working with Creativebrief, and it is understood that although Proximity made it through to the last three, there was a final “shoot-out” between Havas Helia and Wunderman.
In 2010, Proximity also beat Wunderman and the then incumbent Rapier to the account, which Rapier had held since June 2007. The business was previously split between Tullo Marshall Warren and Partners Andrews Aldridge.
It is not known how the appointment will affect other agencies which work on Lloyds business, including Cello Signal. Lloyds brands include Lloyds Bank, Halifax, Bank of Scotland and Scottish Widows. Proximity has worked on the Halifax account since 2014.
According to reports, the bank said it had been “seeking a new agency partner to develop the strategy and deliver targeted direct communications across all channels to enhance relationships with our customers”.
Last year Lloyds announced it would be investing £3bn in a digital transformation strategy designed to simplify and modernise its data and IT infrastructure and pave the way for more efficient technology.
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