Mellon Makes its Agency MARC

Share this content:
MARC Advertising, Pittsburgh, was named agency of record for Mellon Financial Corp., New York, which owns Mellon Bank, Dreyfus Corp. and New Management Ltd., London. MARC will provide all integrated marketing communications for Mellon, including corporate advertising, direct mail, online marketing, sports promotions and community relations. The Mellon account was formerly handled by Bozell Kanstra, New York, an agency unit of True North Communications, Chicago.

MARC Advertising spokesman Lee Brody said the account was moved from Bozell Kanstra in large part because the client was looking for more of a one-stop shop. And a spokesman at Mellon confirmed that the financial services company was searching for a change. "We were looking for an agency with a range of capabilities under one roof," he said. "MARC is an agency that has the scope we want. It's a logical match."

Brody said Mellon is expected to launch a number of key direct marketing efforts in February. However, he declined to detail the exact nature of the agency's planning for Mellon, saying only that the direct marketing will include "a number of mailings along with a variety of efforts along other avenues." He said Mellon's agency spending for 1998 was about $11.8 million and that he expected the number to hold true for 1999 billings.

Ed Fine, chief creative officer for MARC, said the agency was still being briefed by Mellon, "getting to know the people there and learning how things operate [within Mellon]. Fine said that process would "continue for the next 15 to 30 days followed by the roll out of a series of campaigns over the next year - each focused on specific products." He said there would be all kinds of media formats used to market the Mellon message, but the majority would include direct marketing communications and newspaper advertising. He said MARC was still determining how much it will increase its staff to accommodate Mellon.

Next Article in Agency

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above