Lloyds Banking Group has appointed Ogilvy Experience as its new one-to-one and digital marketing agency, with a brief to build deeply personalised customer communications experiences and further support the group’s aim to “help Britain prosper”.
Ogilvy Experience won the competitive pitch – managed by Ingenuity. The agency will officially start working as Lloyds Banking Group’s dedicated creative experience partner in April, working across the portfolio of brands.
Lloyds Banking Group head of customer engagement Chris Davis-Coward said: “Lloyds Banking Group is committed to our purpose of helping Britain prosper and working with other experts in their field helps us achieve our aims.
“Our marketing disciplines need tailored solutions to deliver the personalised communication experiences we want to give our customers, which is why we’re working with dedicated creative and strategy partners, to support our ambitions.”
In addition to appointing Ogilvy Experience, Lloyds has expanded its partnership with Stick & Twist, which has been its lead strategy partner across one-to-one marketing for the last four years.
The financial services giant would not elaborate on how the appointment affects Lloyds’ relationship with Havas CX Helia, saying only that the move represents a “redesign of the agency model” for the group, powered by data and analytics.
Havas CX Helia has handled CRM since 2019, succeeding Proximity (now Rapp), who had run the account for eight years. Adam & Eve DDB handles the advertising account; Zenith scooped the media in 2021.
Ogilvy Experience chief executive Clare Lawson said: “Ogilvy Experience specialises in creating enduring customer relationships for brands. We are delighted to be partnering with the iconic British brand that is Lloyds Banking Group, to create the most deeply relevant customer interactions in one-to-one and digital channels anywhere in the industry.”
Stick & Twist founder Nick Baker added: “Lloyds Banking Group have continually demonstrated their ambition to challenge themselves and their approach to marketing strategy and planning.
“Their hunger and motivation to try new approaches to engage and interact with their customers is palpable, as is their obsession with being a customer-first organisation.”
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