The newly formed financial giant announced it was looking to consolidate the media business for Lloyds TSB and HBOS brand yesterday (31 March), but did not reveal the other two agencies on the shortlist.
The review is being led by Joe Clift, Lloyds TSB's new head of brand and customer marketing, in a pitch process that is being run by new management consultancy Media Sense.
The review marks the first official outing for Media Sense, which is the brainchild of former Billetts founder and chief executive Andy Pearch and former EMM consulting partner Graham Brown.
Both refused to comment on the Lloyds review.
Brown, whose extensive agency experience includes being the founder and former managing director of Carat International, said Media Sense will be a new type of performance and value management company for brand owners that brings together traditional and digital media metrics.
He added: "When it comes to getting the best value out of media management, current pure play auditors are not fit for purpose."
The Media Sense team also includes former PHD and EMM director Simon Foster, who is working as a consultant.
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