Magazine article Marketing

Lloyds TSB to Hand Rainey Kelly Ad Job

Magazine article Marketing

Lloyds TSB to Hand Rainey Kelly Ad Job

Article excerpt

Lloyds TSB is poised to hand the bulk of its [pounds sterling]36m advertising business to Rainey Kelly Campbell Roalfe/Y&R, starting with the business banking account.

Rainey Kelly's appointment to the Lloyds TSB roster is still conditional upon the agency fulfilling ambitious plans to secure unnamed celebrities for a celebrity-driven campaign to promote business banking. The brief was to position Lloyds TSB's business banking as a strong mass-market brand.

If Rainey Kelly does not meet the conditions, the work could be handed to Abbott Mead Vickers BBDO, which pitched against Rainey Kelly in the final stages of the review. However, the new round of ads are due to break in the first quarter, which would mean rapid turnaround of a new creative execution.

Ford Ennals, director of group customer management at Lloyds TSB led the pitch. Ennals said 2002 would see the retail bank place a greater emphasis on product-led advertising. …

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