Alan Gilmour, Lloyds TSB's head of marketing, called the review in February and instructed the AAR to draw up a longlist of agencies to pitch for the enhanced media planning brief.
ZenithOptimedia was the incumbent on the implementational planning account, but in a move that marks a change in strategy for the high-street bank, Gilmour decided he wanted to appoint an agency that could also handle an over-arching communications planning brief.
Naked Communications, PHD and Manning Gottlieb OMD pitched against ZenithOptimedia, which won the business in a head-to-head against Naked.
Lloyds TSB has also been reviewing its direct and digital accounts. Last week it appointed Billington Cartmell to handle its retail marketing account.
In July, the bank hired Tullo Marshall Warren to oversee its £20m direct account, with support from Partners Andrews Aldridge, while last month Modem Media was hired as its digital agency following pitches against All Response Media and Tequila\London.
Lloyds TSB's media buying account, also held by ZenithOptimedia, and its advertising account held by Rainey Kelly Campbell Roalfe/Y&R were unaffected by the review.
Last month, the bank hired former Virgin Money chief executive Paul Pester in the new role of managing director of its consumer banking division. His appointment forms part of a bid to reverse a decline in the company's share of the market for current account holders.
Lloyds TSB has lost 4% of its current account market share over the past five years, according to Mintel.
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