Citizens Bank Creative in Play

NEW YORK Citizens Bank is holding a review for creative chores on its ad account via Pile and Co. in Boston, the consultancy has confirmed.

The client spent $12 million on ads last year and $10 million through the first seven months of 2009, per Nielsen.

Havas-owned Arnold in Boston, the longtime incumbent on the account, is defending, Pile said. Agency executives could not immediately be reached for comment.

A Citizens decision is expected in early December.

Media chores are not included in the current competition. WPP Group’s MediaCom oversees buying for Citizens and its parent, the Royal Bank of Scotland. The shop added Citizen’s media last year from Arnold sibling MPG.

Among Arnold’s higher-profile work of late for the client was its Green$ense campaign designed to convince customers to sign up for paperless banking services. That work broke about a year ago. Arnold has endured a rough 2009, bidding farewell to Choice Hotels and RadioShack amid several rounds of layoffs, while notching only modest new-business gains.

Citizens’ performance has been damaged by the recession, with the bank reporting a $59 million loss for Q2, following a $36 million loss in the first quarter. Deteriorating loans are to blame.



Publish date: October 13, 2009 https://dev.adweek.com/brand-marketing/citizens-bank-creative-play-100602/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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