The agency contested a three-way pitch against incumbents Partners Andrews Aldridge and Tullo Marshall Warren. It is understood that one of these two has now lost its place on
the bank's roster, with the other retained to work on projects. Lloyds TSB refused to comment on the appointment before an official announcement, planned for today (Wednesday). The agency review was handled by Haystack.
As well as overseeing the bulk of the bank's direct marketing, Rapier is likely to develop communications for its recent tie-up with AirMiles. Lloyds TSB became the scheme's official financial services partner in April, replacing NatWest, which has launched its own rewards programme called YourPoints.
Earlier this year, Lloyds TSB became the first top-tier domestic partner of the London 2012 Olympics in a deal worth £80m (Marketing, 3 January). It will be the official bank of the Games in a deal that also covers the majority of the insurance category.