Citizens Bank, the No. 2 commercial bank in New England with 800 branches, is reviewing agencies as it prepares to raise its direct marketing spend.
The Boston-based bank, which in the summer bought Mellon Bank, Pittsburgh, is looking to expand in the Northeast. It is said to be looking for shops with a strong background in database marketing.
Sigma Marketing Group, Rochester, NY, for five years the incumbent on the account, has pitched again to retain the business. So has Arnold, Boston, which handles media and is the principal agency for Citizens Bank. Arnold's end of the business is not up for review.
