Citizens Bank Taps Rapp Collins

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Citizens Financial Group Inc.'s Citizens Bank, Providence, RI, has appointed Rapp Collins Worldwide, New York, as its direct marketing agency on a budget that is said to be $5 million to $10 million.


The number of agencies that pitched for the business is not known, though only OgilvyOne Worldwide, New York, and Rapp Collins were finalists. Sigma Marketing Group, Syracuse, NY, was the incumbent. Arnold Worldwide, Boston, remains the general advertising agency.


Owned by The Royal Bank of Scotland PLC, Citizens Financial Group is a $53 billion commercial bank holding company. It operates 710 Citizens Bank branches in seven mid-Atlantic and New England states. More than 12,000 people work for the bank.


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