Citizens Bank Splits With MPG

Plans to Consolidate $30 Million Media Account at MediaCom

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NEW YORK ( -- Citizens Bank is parting ways with its longtime media agency of record, Havas' MPG, and plans to consolidate its $30 million account at WPP Group's MediaCom, the marketer said.

"We will continue to work with MPG through March 14," said a spokesman for Providence, R.I.-based Citizens. "After that we are consolidating the [media-planning and -buying] function with MediaCom. MediaCom does the media buying for our parent company, Royal Bank of Scotland. ... It just made sense to consolidate."

A spokeswoman for MPG referred calls to the client, while a MediaCom spokeswoman declined to comment.

Citizens Bank, a subsidiary of Royal Bank of Scotland Group, has more than 1,600 branches in 13 states in the New England, mid-Atlantic and Midwest regions.

The media account has been at MPG since 2001. The move does not affect MPG sibling Arnold, Boston, which has done creative work for Citizens since 2001. "Arnold is and will remain our agency of record for creative," a spokesman said. "There is no agency review being conducted. We continue to rely on them for their expertise."

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Contributing: Megan McIlroy
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