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The high street bank is seeking to ensure its brand image remains consistent across the network by channelling all in-branch briefs to either agency.

The appointments form part of chief executive Peter Ellwood's bid to revolutionise the bank's retail outlets. This follows a disappointing performance for the bank's retail arm in February, when it reported a 17% dip in annual profits to £633m.

As the first step in this strategy, Ellwood said the bank would employ 2000 extra staff to handle enquiries to boost customer service in-branch.

The brief to both agencies is to change consumer behaviour and guide their journeys in branches. Research carried out by the bank last year showed that customers walk into branches with their heads down, without noticing in-store marketing.

Storm is tasked with creating a look for Lloyds TSB branches that pulls customers in, while Dutton Merrifield has been briefed to focus on campaigns that target customers as they leave the branches.

Jane Davies, retail brand development manager for Lloyds TSB, said the in-branch marketing aims to "deliver the kind of impact and retail theatre achieved by high street retailers".

The branch revamp programme comes ahead of Lloyds TSB's plan to roll out its lifestyle services such as gas and electricity under the Essential brand. The launch of Essential forms part of a wider strategy by Lloyds to position itself as a lifestyle brand, rather than just a financial services provider.

Essential will be piloted at a Wolverhampton branch from July with Partners Andrews Aldridge handling below-the-line activity. As the services are rolled out, both Storm and Dutton Merrifield will be involved in their presentation in-store.

Storm and Dutton Merrifield won the business following a competitive pitch led by Alan Gilmour, brand and sponsorship director, and Georgina Smith, head of brand marketing.

Previously Lloyds TSB used a pool of agencies, including Interfocus and Finnistere, employed by product divisions on a project basis.