Starcom USA wins Bank of America account after review

Share this content:

Starcom USA has triumphed in the four-way race for Bank of America's traditional and online media strategy, planning and buying in the US.

“We were attracted to Starcom because of its thought leadership, its innovation, as well as its talent in both the traditional and online media space,” said Joe Goode, a spokesman for Bank of America.

Starcom, a division of the Publicis Groupe-owned Starcom MediaVest Group, will work in collaboration with the bank's lead agency, New York-based BBDO, as well as Hill Holliday in Bos­ton and other agency partners, according to Goode.

The account was previously held by Pro­metheus, a division of OMD. Employees working on the account will be based out of Starcom's Chicago office, with some others in Boston, the agency said.

Bank of America initiated a formal request for proposals in December, Goode said. He confirmed that other finalist agen­cies were OMD's Prometheus, Universal McCann and Avenue A/Razorfish.

“Each of the finalist agencies gave a really compelling presentation and made a final decision challenging for us,” Goode said. “Starcom excels at integration and collaboration across all agencies.”

Because the media landscape is rapidly changing, Bank of America “wanted to make sure that we had in place the kind of online and offline media planning and buying that allows us to succeed in this dynamic marketplace,” which was an impetus behind the review process, Goode added.

According to Nelson Monitor-Plus, Bank of America spent approximately $346.4 million on offline and online media from January to December of 2007.

This amount includes approximately $73.8 million in Internet spending, $169.6 million for television, $70.5 million for print, $26 million for radio, and $6.6 mil­lion for outdoor advertising.

“The Bank of America brand is all about growing opportunity, which is perfectly aligned with the approach we take at Starcom,” said John Muszynski, CEO of Starcom USA in a statement. “We're ready to start working alongside their existing marketing partners, and thank Bank of America for the opportunity to be its business partner.”

A worldwide financial institution, Bank of America has more than 6,100 retail banking offices and about 19,000 ATMS in the US.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

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