KeyBank renews AOR partnership with Purple@Epsilon

Share this article:

KeyBank has renewed its agency of record relationship with Purple@Epsilon after an RFP process. The agency will provide direct marketing services, including strategy, direct mail production and analytic support.

Neither company would disclose the specifics of the contract, but they said that terms are set on an annual basis. The companies have worked together since 1994.

Ken Chipman, SVP and director of database marketing and analytics at KeyBank, said an RFP for the bank's direct marketing business was included in its “Keyvolution” program — an internal effort to trim costs.

“We were looking at a number of different agencies and ways to execute our DM process, by either splitting the strategic process away from the actual production, or keeping them together,” he said.

The companies signed the deal last month, Chipman said.

“Our relationship with KeyBank is evolving alongside Key's objectives of achieving more integrated, customer-focused marketing,” said David McRae, president of Purple@Epsilon.

Key conducts the majority of its direct marketing via direct mail with an active universe of between 1 and 1.5 million. The company also does outbound telemarketing to follow up direct mail pieces as well as for standalone initiatives.

In terms of e-mail marketing, Key wants to expand its efforts in the coming year, Chipman said. Currently Epsilon handles the strategy and creative aspects of Key's e-mail marketing, while Responsys executes the campaigns.

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Russ Klein Tapped to Head American Marketing Association

Russ Klein Tapped to Head American Marketing Association

The former Burger King and 7-Eleven CMO takes over as the organization looks to expand globally.

Publicis Launches New Digital Agency

Publicis Launches New Digital Agency

Roar, an amalgam of top digital talent from across Publicis Groupe, will be led by Zenith OptiMedia veteran Sean Reardon.

RAPP Names Orlov CEO

RAPP Names Orlov CEO

The Volkswagen marketing executive is a veteran of Wunderman and WPP.