Banking group Lloyds has parted company with creative agency Adam&EveDDB after a decade-long relationship, amidst a wider “re-evaluation” of its agency partners.

One of Adam&EveDDB’s marquee accounts, the agency’s partnership with Lloyds has produced a series of immensely popular ads since 2015, further cementing the group’s ‘black horse’ branding into popular culture.

In one of its most recent works for Lloyds, the agency developed a spot to showcase the bank’s new ‘Link Pay’ feature, which helps people both request and transfer payments more easily.

On the decision, a Lloyds Banking Group spokesperson said: “As we evolve our marketing programmes, we are re-evaluating our approach to agency partners. As such our relationship with Adam & Eve/DDB will come to a close.

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“We’re grateful to Adam & Eve/DDB’s dedication and commitment to crafting outstanding advertising for us over the years.”

According to Campaign, the firm’s decision to split with Adam&EveDDB will not affect its existing relationships with media agency Zenith or digital outfit Ogilvy One.

“We are proud of all we’ve achieved during our 10-year partnership with Lloyds Banking Group,” Adam&EveDDB CEO, Miranda Hipwell said.

“Our wide-ranging work for its stable of brands has delivered sustained commercial growth and helped shape culture – both through sector-defining creative excellence and by raising important issues such as mental health and the women’s pension gap – all underpinned by proven effectiveness. We wish Lloyds well as the business moves into a new phase.”