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million rebranding initiative, is searching for a new advertising agency, a move that coulrd have a huge impact on its agency of record for the last10 . The downtown agency, which employs 42 and counts Fifthh Third as the largest of its 14 will compete in thereview process. Co-owner George Sabert said he hopes to retaijthe business. "Given the nature of Fifth Thired andhow they're reviewing their business now from an operationakl standpoint, it's a fairly normal thing," said Sabert.
"It'ds something that most accounts Cincinnati's largest bank, which has $100 million in asset s and morethan 1,100 locations in 10 states, buys an estimate d $29 million a year in media time and advertisinb space, according to Brandwee magazine. The bank wouldc not describe the size ofits account, nor would it identify the agenciezs it plans to invite as bidders. It hopeas to complete the reviewby year's end. "What we're doing righyt now is researching thoss agencies we would like to speak with. After we make that determination, we wouls engage them in conversation," said Debraz DeCourcy, a Fifth Third spokeswoman.
Fifth Third hired the local design firm Deskey to revampothe bank's corporate logo. It was part of a rebrandinv effort that took two yearsd to develop and included the retirement ofthe bank'ds longtime slogan, "Working hard to be the only bank you'lo ever need." The new tag-line: "At Fiftb Third Bank, we're moving ahead with DeCourcy said there is "no connectionb whatsoever" between the rebranding initiative and the agency "We're thrilled with our brand positioning," she Sabert declined to say how much of his company'ss annual revenue comes from the Fifthu Third account.
He said Sunrise Advertising generaterdabout $4 million in revenuw last year and is on pace to reacgh $5 million this In addition to Fifth the represents , , and
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