The American Bankers Association picked the Washington office of Blattner Brunner to handle advertising for its professional development group. The agency is responsible for direct and interactive marketing, design and advertising for an ABA group that trains, informs and supports the association’s members.
A pitch for this business involved several undisclosed agencies. Blattner Brunner’s association experience includes work for AARP and Paralyzed Veterans of America. The $165 million billings agency also handles clients like Zippo, GlaxoSmithKline, Anderson Floors, GNC, the Pittsburgh Pirates and Road Runner High Speed Online.
“This account is different in that we’re not only helping the ABA to promote and increase attendance at its schools and conferences, we’re also tasked with rethinking the whole professional development group brand,” said Jack Davidson, managing director and vice president/director of client services at Blattner Brunner.
Direct marketing will be used to speak to banking industry personnel. DM will help the development group make offers to attend a conference or school or to enter training programs.
Blattner Brunner aims to convince the target audience that the ABA is the banking industry leader for online and classroom training, schools, certification, conferences and telephone briefings and publications.
“Our job is to reinforce the market perception that ABA is the single-source solution for banking professionals to stay informed, educated and compliant in their industry,” Mr. Davidson said.
