The business had been handled by Leagas Delaney, which is not thought to have taken part in the pitch, and the identities of the three competing agencies were not disclosed. While A Vision will handle the UK work, Lycos Europe will continue to work with Leagas Delaney on a pan-European basis.
The agency review comes as Lycos UK aims to strengthen its core demographic of 18- to 34-year-olds. A Vision's initial task will be to work alongside Lycos UK in developing and implementing a through-the-line brand campaign.
Nicole Morse, marketing director at Lycos, said: "This is a very exciting phase in the development of Lycos UK. We are looking forward to tapping in to A Vision's cultural awareness and track record at developing big ideas and bringing them to life."
It is expected that A Vision will explore advertising, brand partnerships, promotions, events to push Lycos, which has continued to develop its site with a number of new areas including Viral Chart, Love@Lycos and a schoolfriends reuniting service called Classmates. The site currently claims to have around 2.1m people visiting the site each month.
Andy Marks, A Vision's founder, commented: "A Vision has the juicy task of helping further establish Lycos UK in people's hearts and minds. We will do this by making connections through culture -- using a range of communication channels to inform, entertain and inspire building a bigger world around the brand."
Media planning and buying and interactive media remain unaffected and are handled by BBJ and Carat Interactive respetively.
A Vision was founded in 1994 by Bartle Bogle Hegarty's head of new media Andy Marks. It has worked with clients including Sony and Five.
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