Union Planters Corp., a bank holding company, has named Biggs/Gilmore Communications, Kalamazoo, MI, as its advertising agency of record on an account valued at $8 million to $10 million annually.
Thirty agencies pitched for the business, though only Creative Alliance, Louisville, KY, and Biggs/Gilmore made it to the final round of the four-month review process. The Ramey Agency, Ridgeland, MS, was the incumbent.
Biggs/Gilmore will use offline and online advertising to develop a campaign that aims to inject a uniform look into all Union Planters marketing communications for its affiliate banks.
Union Planters, Memphis, TN, has more than $34 billion in assets, 850 banking offices and more than 2 million customers in 12 states.
The 28-year-old Biggs/Gilmore also will use LINK, its Web-enabled franchise support program.
“Affiliates will be able to go online and view materials created from the national campaign that can be customized with local affiliate information for their use,” said Deb Dunsford, director of public relations at Biggs/Gilmore.