ARNELL TO CREATE 'IDENTITY' FOR BANK OF AMERICA

Agency to Create Uniform Look From Advertising to Architecture

By Published on .

NEW YORK (AdAge.com) -- Bank of America said it has tapped the Arnell Group to develop an "identity architecture" across all divisions. The assignment was awarded without a review.

Arnell, part of Omnicom Group,

Related Stories:
CARAT EXITS BANK OF AMERICA PITCH
Four Shops Left in Race for $160 Million Account
BBDO WINS ASSIGNMENT FOR BANK OF AMERICA
Account for New Investment Service
BANK OF AMERICA LAUNCHES MEDIA REVIEW
Buying and Planning Account Currently With Initiative
BANK OF AMERICA QUADRUPLES ETHNIC AD BUDGET
Declares Its Primary Business Is Multicultural
MASTERFOODS ENTERS UNUSUAL AGENCY ARRANGEMENT
Arnell to Lead Marketing Development Ahead of Roster Shops
will work with Interpublic Group of Cos.' Bozell, the financial marketer's creative shop for corporate advertising, to create a uniform identity and theme for its advertising and promotions -- and even in the design of bank branches.

"We are going to work on the identity of the bank in all its areas," said Peter Arnell, president of the Arnell Group, "from communication to architecture to retail products."

Billings for the assignment were not disclosed.

Similar to Masterfoods arrangement
The arrangement is similar to the Arnell Group's relationship with Mars' Masterfoods USA, which named Arnell its principal "marketing development" agency last year. With that assignment, Arnell was asked to take the lead in integrating marketing identity and themes across all brands.

Arnell is also expected to work on the bank's media planning, an account that is in review.

Omnicom's PHD and Interpublic's Initiative North America are in that review, along with Bcom3 Group's Starcom and Zenith Media, which is owned jointly by Publicis Groupe and Cordiant Communications Group. The media review, which was supposed to be decided early this month, had been pushed up due to an illness in the family of a key marketing executive at the bank, said executives in the review.

Omnicom relationship
Bank of America also works with two other New York-based Omnicom agencies, BBDO Worldwide, which has an assignment for its Asset Management Group, and Doremus Advertising, which handles business-to-business advertising.

Last year, Bank of America spent approximately $160 million on measured media, according to Taylor Nelson Sofres' CMR.

Most Popular