CHICAGO (AdAge.com) -- Citizens Bank awarded its direct marketing account to Omnicom Group's Rapp
Collins, New York, according to an executive familiar with the review.
Rapp Collins won the account after a review that also included finalist WPP Group's OgilvyOne, New York, the marketing-services unit of WPP's Ogilvy & Mather Worldwide.
The total spending and scope for the customer-acquisition and retention effort will be determined after some initial projects are underway.
Havas Advertising's Arnold Worldwide, Boston, handles general branding for Citizens, which did not return calls for comment.