The incumbent, non-roster agency Sunday Publishing, had been handling the work since November. It re-pitched for the work in January against roster agencies PSP Rare and Tullo Marshall Warren.
Sunday produced the most recent series of mini-magazines, which were mailed to more than 2m Lloyds TSB customers this winter.
PSP Rare has been briefed to publish the three tailored titles, which are to be called realgold, realplatinum and realselect.
Lloyds TSB introduced the mini-magazines last summer to improve the targeting of its customer communications.
The titles will be sent out with existing direct marketing materials, including bills, to more than 1m customers a month.
The magazines are designed to raise awareness of the benefits of the bank's current accounts to improve customer retention.
Lloyds TSB split its £40m direct marketing account between TMW and Partners Andrews Aldridge last year. Neither agencies' business is affected by the appointment of PSP Rare.
Lloyds TSB has refocused on nurturing customer relationships this year. Last month it announced its call-centre staff will no longer use scripts when speaking with customers in a bid to build closer relations (Marketing, 11 January).
Lloyds currently invests more than half of its marketing budget -- £36m a year -- on direct mail, according to Nielsen Media Research.
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