Six agencies caught up in bank megamergers

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Ad agency shake-ups are likely if two giant bank mergers announced today go through. While marketing plans were not disclosed, the merger of BankAmerica Corp. and NationsBank Corp. impacts NationsBank agency Temerlin McClain, Dallas, and BankAmerica agency Deutsch, New York. The combined company is expected to operate as BankAmerica. The other giant merger, which brings together First Chicago NBD Corp. and Banc One Corp. (expected to operate as Banc One after the merger), affects First Chicago agencies Fitch Inc., Ann Arbor, Mich., and LaRowe Advertising, Chicago, and Banc One shops Martin Agency, Richmond, Va., and Ornelas & Associates, Dallas.

As separate companies in 1997, NationsBank spent $31.7 million in measured media, according to Competitive Media Reporting estimates, while BankAmerica spent $38.6 million. CMR estimates for Banc One were $24.2 million compared to $11.8 million for First Chicago.

Corporate headquarters for the new BankAmerica is expected to be in Charlotte, N.C., now home to NationsBank, while corporate lending reportedly would be based in San Francisco, home to BankAmerica. For the New Banc One headquarters reportedly would be Chicago. Banc One is presently based in Columbus, Ohio.

The new BankAmerica would have assets estimated at $570 million, creating the biggest bank in the U.S. Spokesmen at the banks said it was too early to comment on possible agency changes.

Copyright April 1998, Crain Communications Inc.

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