TD Bank to Bring On TBWA/Chiat/Day New York for Creative

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TD Bank is set to hire TBWA/Chiat/Day New York for creative following a competitive review, according to people with knowledge of the matter.

A TD Bank branch in Manhattan.
A TD Bank branch in Manhattan. Credit: iStock

"After conducting a thoughtful and comprehensive review of our agency relationships over the last several months, TD Bank is in final negotiations with potential agency partners," said a TD Bank spokesperson. "We expect to complete this process in the near future."

According to people with knowledge of the matter, TBWA was selected as the winning agency, but official contracts have not yet been signed.

The spokesperson added: "We look forward to continuing our long-standing relationship with Tierney Communications, which provides marketing support in community initiatives across our footprint. We are confident that our new and existing agency relationships will enhance our capabilities in brand advertising and strategy, as well as digital and social media engagement."

Tierney representatives were not immediately available for comment.

In May, Ad Age reported that TD was reviewing its creative and media business, which both have been handled by IPG's Tierney for years, along with digital. The media review is still underway, according to people with knowledge of the matter.

TD is on the Advertising Age's list of the 200 top ad spenders in the U.S. The company spent $184.2 on total U.S. advertising, including $29 million on measured media, in 2015, according to the Ad Age Datacenter.

Earlier this week, TBWA/Media Arts Labs named Brent Anderson its new chief creative officer. Mr. Anderson moved from his post as exec director of TBWA/Chiat/Day Los Angeles, where he oversaw creative for the agency's core accounts, including Gatorade, Airbnb, Adidas, PlayStation, Visa, the Grammys and Buffalo Wild Wings.

Over the summer, Intel, which is transforming from a PC-centric company to one that powers cloud-based computing and connected devices, hired TBWA/Chiat/Day as global b-to-b agency of record, following a three-month review.

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