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Bank of America Selects a Team at WPP as Its Branding and Advertising Agency of Record

Thursday, May 3, 2012 4:49 PM

Hill Holliday Will Assume Additional Creative Assignments and Retain Responsibility for Merrill Lynch Wealth Management Marketing

Bank of America today announced it has selected Team Bank of America at WPP as its global agency of record after an extensive review. In addition, the company announced Hill Holliday will assume increased creative assignments and retain responsibility for Merrill Lynch Wealth Management and U.S. Trust marketing.

Bank of America began an evaluation of its current and future branding and advertising needs in January to position itself to better communicate the significant changes that have taken place at the company as well as continually adjust to the dynamic external environment.

“Under Brian Moynihan’s leadership, we have fundamentally transformed into a stronger, more straightforward company that serves three groups of customers with distinct financial services,” said Anne Finucane, Global Strategy and Marketing officer, Bank of America. “These agencies, led by Team Bank of America at WPP, will help us better communicate both the progress we’ve made as well as the value of our brand and our company to all of our stakeholder groups around the world and across all of our lines of business.”

Team Bank of America is part of WPP, a world leader in marketing communications operating in 107 countries. WPP brings the scale and international reach to match Bank of America’s global capabilities. It was selected to handle Bank of America’s overall brand positioning, as well as branding and advertising for its Consumer Banking, Global Banking and Markets and Global Commercial Banking divisions.

Hill Holliday, recognized as one of the nation’s most respected agencies, will help ensure that Bank of America has the most engaging and effective creative for its entire portfolio of businesses.

Starcom USA, a unit of Publicis Groupe, will continue to serve as Bank of America’s media planner, buyer and lead digital agency.

Bank of America

Bank of America is one of the world's largest financial institutions, serving individual consumers, small- and middle-market businesses and large corporations with a full range of banking, investing, asset management and other financial and risk management products and services. The company provides unmatched convenience in the United States, serving approximately 57 million consumer and small business relationships with approximately 5,700 retail banking offices and approximately 17,250 ATMs and award-winning online banking with 30 million active users. Bank of America is among the world's leading wealth management companies and is a global leader in corporate and investment banking and trading across a broad range of asset classes, serving corporations, governments, institutions and individuals around the world. Bank of America offers industry-leading support to approximately 4 million small business owners through a suite of innovative, easy-to-use online products and services. The company serves clients through operations in more than 40 countries. Bank of America Corporation stock (NYSE: BAC) is a component of the Dow Jones Industrial Average and is listed on the New York Stock Exchange.

For more Bank of America news, visit the Bank of America newsroom.


(Source: Business Wire )
(Source: Quotemedia)


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