BANK OF AMERICA MARKETING ACCOUNT TIMELINE

Ad Agency Relationships: 1991 to 2005

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LOS ANGELES (AdAge.com) -- Bank of America awarded its $600 million marketing account to Omnicom Group yesterday, dropping Interpublic Group of Cos. after
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a quick review. A history of Bank of America’s relationships with ad agencies:

1991
Grey Advertising, San Francisco, handled Bank of America, also based in San Francisco, for 23 years before losing the account in July 1991 to Ketchum Advertising, San Francisco; finalists in that review were Grey, J. Walter Thompson and Hal Riney & Partners.

1997
Bank of America moved to then-independent Deutsch, New York and Los Angeles, in March 1997 after a review that came down to finalists Ketchum, Bates and Team One.

1998
NationsBank Corp., Charlotte, N.C., bought BankAmerica Corp. in September 1998 and took the Bank of America name. The new Bank of America Corp. was based in Charlotte.

Bank of America consolidated creative in December 1998 at two True North Communications agencies, NationsBank incumbent Temerlin McClain and sibling Bozell, after a review that came down to those agencies and Interpublic’s Lowe & Partners/SMS.

2000
Interpublic bought Deutsch in late 2000 and True North in June 2001.

2001
Bank of America dropped Temerlin in 2001, leaving Bozell as its lead agency.

Bank of America expanded its roster in late 2001 and 2002, hiring three Omnicom shops for creative assignments. It hired Omnicom’s Doremus for a business-to-business assignment in December 2001. In July 2002, without a review, it hired Omnicom’s Arnell for branding and BBDO Worldwide for advertising to launch an investment service.

2002
Bank of America moved media planning and buying in August 2002 to Starcom Worldwide, then part of Bcom3 Group, after an unusual online auction; Bozell had handled planning and shared buying with Interpublic sibling Initiative.

In September 2002, Bank of America staged a holding-company shootout of Interpublic and Omnicom for the bulk of its account. The review happened one month after Interpublic first disclosed problems with its accounting. Interpublic prevailed Oct. 28, 2002; incumbent Bozell kept the key consumer-banking account, with other Interpublic shops gaining work.

2003
Deutsch replaced Bozell as lead agency on Bank of America in February 2003; this avoided a conflict as Interpublic folded Bozell into Lowe, which at the time handled Bank of America rival HSBC. Deutsch that month also became Bank of America’s media agency of record, replacing Publicis-owned Starcom.

2004
Bank of America split most creative among two Interpublic shops in September 2004, pulling most of the creative from Deutsch. In the reassignment, Bank of America gave creative to Draft (TV creative; most print, radio and out-of-home creative) and Flag, a dedicated Bank of America agency (second agency on TV creative).

2005
Bank of America moved media in February to Interpublic’s Initiative from sibling Deutsch.

WPP bought Grey, Bank of America’s old agency, in March.

Bank of America began a formal review of its integrated-marketing account in July, asking Omnicom and WPP Group for submissions to benchmark against Interpublic. At the time, Interpublic had 16 agencies from various disciplines assigned to Bank of America.

Interpublic issued a statement July 29 about the account: “We are proud of the work we have done for Bank of America and the results it has produced in the marketplace. We remain committed to the client.”

Bank of America hired Omnicom Aug. 31.

Omnicom fielded eight agencies in the review: BBDO Worldwide (creative); Cultura (Hispanic); Javelin (CRM); Live Technology (internal communications); OMD Worldwide (media); Organic (interactive); TPN (promotions); Radiate Group (branded entertainment).

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