Yell link seals Proximity Lloyds win

lloydsProximity London’s relationship with Lloyds TSB marketing chief Catherine Kehoe – forged when they worked together at Yell – is understood to have been critical in the agency’s appointment to the bank’s £50m direct marketing account.
Kehoe joined Lloyds TSB from Yell in October 2007, initially as brand communications director; she eventually became brand and customer marketing director. But insiders say it is her time at Yell which forged the relationship with Proximity, which won the account in 2004. She joined Yell in 2005.
The agency beat Wunderman and incumbent Rapier to the account, which Rapier had held since June 2007. It was previously split between Tullo Marshall Warren and Partners Andrews Aldridge.
Kahoe said: “We are pleased to announce the appointment of Proximity as the new agency for Lloyds TSB. Following a review of leading agencies, we believe Proximity offers the capability and expertise we need to help drive forward the strategic challenges of our direct marketing programme in 2011 and beyond.
“We have enjoyed a strong working relationship with Rapier over the past three years and would like to thank them for their support and commitment over this period.”
Kahoe spent five years as head of brand communications for Royal and Sun alliance, before moving into telecoms with BT. She worked there for six years, latterly as head of strategy and marketing for the BT business division, before being poached by Yell to the new role of marketing director and reporting to Ann Francke, chief UK marketing director.
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