MEC won the account in 2009 in a consolidation following the Lloyds-HBOS merger, before Group M set up Greenhouse, a bespoke media agency unit for Lloyds Banking Group in 2015, and then MediaCom won the client following another review in 2018. Zenith previously handled the Lloyds TSB part of the account before the 2009 consolidation. Catherine Kehoe, chief customer officer for Lloyds Banking Group, said: "The media landscape is undergoing rapid change and brands need the most advanced thinking in order to effectively and efficiently communicate with audiences. "We were very impressed by the media, digital and data capabilities of Zenith and look forward to working with them." "I'd like to thank both MediaCom and Group M, with whom we have worked successfully for several years, for their dedication and support. They have been a hugely valued partner." Natalie Cummins, UK chief executive of Zenith, said: ''Lloyds Banking Group came to us with a big but simple challenge, about navigating a vastly changed media world.