Lloyds TSB may use cheap flyers after appointing new direct marketing agency

Cheap flyers could be one new strategy that Lloyds TSB wishes to consider in the future.

Lloyds TSB might soon be including cheap flyers in its promotional campaigns after the bank announced it has appointed Proximity to manage its direct marketing account.

The agency beat off competition from Wunderman and Rapier and will take up its new position in the new year.

Catherine Kehoe, brand and customer marketing director at Lloyds TSB and Bank of Scotland, said she was pleased with the appointment.

"Following a review of leading agencies, we believe Proximity offers the capability and expertise we need to help drive forward the strategic challenges of our direct marketing programme in 2011 and beyond," she continued.

Ms Kehoe also thanked Rapier for its support and commitment over the last three years, noting the bank has enjoyed working with the firm during this period.

And the organisation might like to heed advice from Russell Parsons, who recently stated in a piece for Marketing Week that advertisers ought to take a bold, rather than cautious, approach in the new year.