Ally Financial looks to add an agency to its roster

Online banking company Ally Financial is looking to add a new agency to its roster, Ad Age has learned. The bank has had discussions with at least two big-name agencies, including Wieden+Kennedy and Mischief @ No Fixed Address, Andrea Brimmer, the brand’s chief marketing and PR officer, confirmed. Anomaly currently serves as the bank’s lead creative and strategy agency, and Brimmer was adamant about Ally continuing its relationship with the Stagwell shop. “No changes planned at this time,” she told Ad Age. Mischief and Anomaly were not immediately available for comment. W+K declined to comment. The Detroit-based company hired Anomaly in 2018. Since then, the agency has worked on campaigns including a streaming-only Super Bowl ad in 2024, emphasizing how consumers could use Ally to help save for the things they saw advertised in the Big Game. WPP’s EssenceMediacom is Ally’s media agency, Brimmer said. Ally also works with several other agencies. Translation handles its multicultural work and R/GA oversees customer relationship management, Brimmer said. The brand works with Translation and Deep Blue Sports + Entertainment for certain projects around women’s sports, and MKTG works on some specific sports activations, she added. The company’s measured U.S. media spending declined to $65 million in 2024 from $69 million in 2023, per MediaRadar. Ally offers online-only banking, auto financing and investments. It owns one of the largest all-digital banks in the U.S. and serves approximately 11 million customers with deposits and securities brokerage, investment advisory services and auto financing and insurance offerings. Near-term prospects for banks, including Ally, have been upended by uncertainty about the economy and rising expectations of a recession brought on by President Donald Trump’s ever-changing tariff moves. Consumer caution could depress the auto and housing markets—and demand for auto loans and mortgages—while a recession, and potential rise in unemployment, could bring higher loan defaults. Ally reported 2024 net revenue of $8.2 billion, in line with 2023. It’s scheduled to report first-quarter earnings on April 17. In January, Ally laid off hundreds of its roughly 11,000 employees, Banking Dive reported, with cuts amounting to less than 5% of the company’s total workforce. Contributing: Brandon Doerrer and Bradley Johnson

Ally Financial looks to add an agency to its roster

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