Lloyds appoints Le Fevre to change the attitudes of credit card users

Lloyds TSB has appointed Le Fevre Communications to run a consumer PR campaign for its credit cards.

Lloyds TSB has appointed Le Fevre Communications to run a consumer

PR campaign for its credit cards.



The high street bank is the UK’s second largest provider of credit

cards, after Barclaycard, with over five million cards in use, compared

to 6.7 million at Barclaycard and 4.5 million credit and charge cards at

its nearest rival, NatWest.



Le Fevre will target print and broadcast media, and will aim for

coverage in both the personal finance pages and lifestyle sections and

programmes.



The account is a new one and was awarded after a three-way pitch.



Le Fevre MD Angie Moxham said: ’There is a lack of understanding about

what cards different users should go for. We will be trying to educate

the consumer as to what card best suits them.’



Moxham said the bank wants to capitalise on the changing use of credit

cards. The agency will highlight that credit can be used for weddings

and debt consolidation as well as Christmas shopping.



The agency will report to media relations head Mary Walsh and card

services marketing head Adam Tuson.



The contract is for an initial four-month period, which will be followed

by a review, after which the agency could be put on a retainer. Le Fevre

worked with TSB before its merger with Lloyds, announced in 1995,

launching its small business banking service and developing its

corporate profile in advance of the merger.



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