The agency will create in-store and near-store promotions for all Lloyds TSB retail services, including loans, credit cards and mobile banking, across more than 2000 locations in the UK.
Billington Cartmell has been briefed to develop a series of experiential campaigns. The first of these will back the firm's mobile-banking service by placing a 12ft-high model of a phone at national railway stations such as Paddington.
The activity will run under the tagline "Switching to a bank you can access at the touch of a button". It will highlight a deal with Sony Ericsson whereby customers signing up to Lloyds TSB's mobile banking service receive a free handset and Bluetooth headset.
The appointment of Billington Cartmell follows a busy summer for Lloyds TSB during which it reviewed its direct and digital business and made strategic management appointments.
In July the bank hired Tullo Marshall Warren to handle its £20m combined direct account, with support from Partners Andrews Aldridge.
It also appointed Modem Media as its digital agency following a pitch against a number of shops including All Response Media and Tequila/London.
Meanwhile, Naked and incumbent ZenithOptimedia are still vying for Lloyds TSB's strategic planning account, believed to be worth £16m.
Last month the bank hired former Virgin Money chief executive Paul Pester as managing director of its consumer banking division. He reports to Terri Dial, chief executive director of UK retail banking.
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