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SunTrust picks Mullen as new lead advertising agency
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Published: October 6, 2008
Updated: 10/06/2008 02:54 pm
SunTrust Banks Inc. has chosen Mullen, a national advertising agency with an office in Winston-Salem, as its new lead agency.
Mullen recently lost a longtime contract with Wachovia Corp. It will now be responsible for advertising and integrated brand communications for SunTrust.
"We are delighted that we will be working for SunTrust, now the No. 6 bank in the country," John Fitzgerald, the president of Mullen in Winston-Salem, said today. "Mullen has a long history of building brands and businesses in the highly competitive financial services arena."
SunTrust's decision follows a competitive review process that included three finalists.
"The level of work from all finalists was top notch, making our decision that much harder," Rilla Delorier, the executive vice president and chief marketing officer for SunTrust, said in a press release. "Ultimately, Mullen's presentation and ideas meshed best with our strategy and goals for conveying the brand image and value proposition SunTrust offers clients and potential clients."
She said that Mullen understands the financial services industry, SunTrust's footprint and its clients, "and they realize how important it is for SunTrust to tell our story so that people seeking financial stability know that they have a solid financial institution that they can turn to."
SunTrust, based in Atlanta, provides services for a broad range of consumer, commercial corporate and institutional clients. As of June, the bank had assets of $177.4 billion and total deposits of $119.8 billion.
Jane Bedford of The Bedford Group, a strategic marketing and management consulting firm from Atlanta, led the review process on behalf of SunTrust.
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