BB&T has new marketing agency

Charlotte company has job of introducing bank in Alabama and Texas

By: Richard Craver | JOURNAL REPORTER
Published: November 24, 2009

The new marketing agency of record for BB&T Corp. plans to accent the bank's reputation for financial strength.

Yesterday, the bank named Luquire George Andrews, based in Charlotte, to handle its advertising and marketing, including print, broadcast and point-of-sale material.

Neither company disclosed the value of the contract, which runs for two years with BB&T having the option to renew on an annual basis after that.

Rockett, Burkhead & Winslow of Raleigh was BB&T's agency since June 2005. But it filed for Chapter 11 bankruptcy protection on Jan. 30, and that prompted BB&T to conduct an eight-month search for a replacement.

Peggy Brookhouse, the president of the agency and a partner, said that BB&T becomes one of its top three clients along with Novant Health and Piedmont Natural Gas.

"We don't see that a radical change is needed, but just building upon a solid reputation foundation and taking consumer recognition to a new level," Brookhouse said.

"We will help them better resonate with consumers, including those evaluating their bank options as we come out of the recession."

BB&T chose Luquire George Andrews primarily because of its "strategic approach, creative strategy and insights into both current and emerging consumer trends," said Jon Bass, the director of retail and commercial marketing strategy for the bank.

"Based on the strategic platform they presented to us, it's clear that LGA understands who we are, where we can go and our brand's current value," Bass said.

Brookhouse said that part of the agency's challenge is introducing BB&T to consumers in Alabama and Texas.

BB&T acquired 90 branches in Alabama and 23 in Texas through its takeover of Colonial BancGroup Inc. in August. Kelly King, the chief executive of BB&T, expects to complete the integration of the Colonial branches by May.

"There will be different nuances with the message in some markets, but there will be a consistent marketing message about the strengths of BB&T," Brookhouse said.

rcraver@wsjournal.com

727-7376