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
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.