Non-status lender Kensington Mortgage Company has dropped its PR agency Citigate and picked Lansons in a bid to revamp its image.
KMC says it has taken on the new agency to help change the way it is seen by the public from a "lender of last resort" to a "lender of choice".
KMC marketing director Peter Miller says: "We want people to see us as a lender of choice. What we need to do is create a positive awareness. We felt Lansons were the best for the job because of their reputation and industry knowledge."
Lansons fought off rival pitches from incumbent Citigate and Dewe Rogerson to win the account.
Miller says: "We had done particularly well with Citigate and they worked very hard for us. But we reached the point where we wanted to make a change."
KMC picked DMB&B Financial two months ago to run a £1m advertising and brand-building campaign. The ads will run in the consumer and trade press and on radio.