Lloyds Banking Group has appointed Ogilvy Experience as its new digital marketing creative partner in a bid to build personalised customer communications experiences and further support the group’s purpose.
Winning the competitive pitch managed by Ingenuity, Ogilvy Experience will bring a ‘wealth’ of knowledge and innovative capabilities to the Lloyds brand.
The agency will start its work as a dedicated creative experience partner for the banking group in April, working across a portfolio of brands.
“Ogilvy Experience specialises in creating enduring customer relationships for brands,” Ogilvy Experience CEO Clare Lawson said. “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 121 and digital channels anywhere in the industry.”
Lloyds Banking Group head of customer engagement, Chris Davis-Coward, added: “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.”
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As well as its newly founded partnership with Ogilvy, Lloyds has also expanded its partnership with Stick & Twist, as its lead strategy partner across all marketing, having worked with the company over the last four years.
Stick & Twist founder Nick Baker concluded: “We’re thrilled to be extending our strategic partnership with Lloyds Banking Group. They 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.
“This is just another step forward on that journey, and we look forward to collaborating with both the client team and Ogilvy Experience to deliver exceptional customer experiences that deliver true customer and business value.”
