Bank of America today announced it has selected Team Bank of America at WPP as its global agency of record after an extensive review. In addition, the company announced Hill Holliday will assume increased creative assignments and keep responsibility for Merrill Lynch Wealth Management and U.S. Trust marketing.
Bank of America began an evaluation of its current and future branding and advertising needs in January to position itself to better communicate the significant changes that have taken place at the company as well as continually adjust to the dynamic external environment, according to a release.
“Under Brian Moynihan’s leadership, we have fundamentally transformed into a stronger, more straightforward company that serves three groups of customers with distinct financial services,” said Anne Finucane, Global Strategy and Marketing officer, Bank of America. “These agencies, led by Team Bank of America at WPP, will help us better communicate both the progress we’ve made as well as the value of our brand and our company to all of our stakeholder groups around the world and across all of our lines of business.”
Team Bank of America is part of WPP, a world leader in marketing communications operating in 107 countries. WPP brings the scale and international reach to match Bank of America’s global capabilities. It was selected to handle Bank of America’s overall brand positioning, as well as branding and advertising for its Consumer Banking, Global Banking and Markets and Global Commercial Banking divisions.
Hill Holliday will help ensure that Bank of America has the most engaging and effective creative for its entire portfolio of businesses, the release said
Starcom USA, a unit of Publicis Groupe, will continue to serve as Bank of America’s media planner, buyer and lead digital agency.
Bank of America has a cluster of operations in the Newark and Wilmington areas. Non executive chairman of the board is former DuPont CEO Charles Holliday, Jr.
