U.S. Bank Names Butler Shine Creative Agency of Record

Account Shifting to Indie Shop from Publicis Kaplan Thaler

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U.S. Bank has tapped Butler, Shine, Stern & Partners as its new creative agency of record following a review.

Credit: Bloomberg

The Sausalito, Calif.-based shop will take the place of the agency formerly known as Kaplan Thaler. But as Ad Age identified last summer when Kaplan Thaler merged with Publicis Worldwide -- creating a larger agency called Publicis Kaplan Thaler -- the bank's account became a conflict with Citigroup, a longtime client of Publicis'.

The review process was overseen by Blamer Partnership and a list of contenders was not disclosed. BSSP will be tasked to create integrated marketing communications to promote U.S. Bank's banking and financial services products. The Minneapolis-based marketer calls itself the fifth largest bank in the country with more than 3,000 locations.

"Our goal was to find a collaborative, creative agency that would deliver innovative ideas for our brand advertising and digital communications," said Jennifer Powell, CMO at U.S. Bank, in a statement. "BSSP emerged as the passionate, strategic, creative company we were seeking. They are an ideal agency partner."

Said Greg Stern, CEO of BSSP: "We're excited for the opportunity to support its growth plans by telling the impressive story behind the bank, and supporting its range of banking products and services." U.S. Bank joins a roster at the shop that includes MINI Cooper, Columbia Sportswear, Priceline, Google, Coca-Cola's ZICO and El Pollo Loco.

For Publicis Kaplan Thaler, the loss of the account comes on the heels of the announcement that its parent Publicis Groupe will merge with Omnicom Group to create the largest ad holding company in the world by revenue. The agency couldn't be reached for comment by press time.

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