TD Bank Reviews Creative and Media Business

Toronto-Based Company Spent $191.2 Million on U.S. Advertising in 2014

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Financial services giant TD Bank is reviewing its media and creative business.

TD Bank's 'Thank You' campaign.
TD Bank's 'Thank You' campaign.

"We evaluate our agency relationships routinely and are currently in the process of conducting a closed review," said a TD Bank spokesman.

Philadelphia-based Tierney, which is owned by Interpublic Group of Cos. has supported TD's creative, digital and media planning and buying in the U.S. for years. The shop isn't far from the Toronto-based bank's U.S. office in Cherry Hill, N.J. Hearst's iCrossing also supports search.

TD is on the Advertising Age's list of the 200 top ad spenders in the U.S. The company spent $191.2 on total advertising, including $55 million on measured media, in 2014, the last full year of spending data, according to the Ad Age Datacenter. In 2015, the company spent $33.5 million on measured media in the U.S., according to Kantar Media.

Agencies mentioned in this story didn't immediately respond to a request for comment.

The bank promoted Patrick McLean, a Toronto native who now oversees the U.S. business, from senior VP-head of brand and product marketing, to chief marketing officer in December of last year. Before joining TD Bank, he was VP-digital marketing & brand strategy for Capital One Financial.

The company's campaign last July climbed Ad Age's Viral Video chart. After a check-in with a banker, a customer leaves the office and is struck by blown-up images of their family, friends and monumental moments in their lives. The effort is meant to thank TD Bank customers by turning a trip to the bank "into a journey through our years together."

Mr. McLean told digital news site Marketing Land earlier this year that the company will be launching a "new cash rewards credit card campaign this spring and is working on a new brand campaign."

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