Today New York’s Droga5 won new business from Chase, the country’s biggest name in banking.
A client spokesperson confirmed that the agency will work to promote the “Retail, Mortgage, Auto and Chase for Business” aspects of the financial giant’s portfolio moving forward. The client did not announce a formal review, and its last agency shakeup took place in 2013 when it sent its digital ad work to Publicis Groupe’s Rosetta and Razorfish (which are now one and the same).
What’s not completely clear at the moment is how this change will affect Chase’s relationships with its other creative agencies.
The organization began working with Dentsu’s mcgarrybowen more than a decade ago when it chose the shop to handle its U.S. retail and credit card business; four years later, Chase expanded that agency’s role by assigning it work on the company’s global brand image campaigns as well. mcgarrybowen eventually lost a piece of the business in January 2012 when Chase chose Saatchi & Saatchi to handle campaigns promoting its Sapphire card.
Droga5 will handle some of the work previously assigned to mcgarrybowen following this win. A Chase spokesperson told us, however, that the latter shop will continue working on its Corporate portfolio and that Saatchi & Saatchi will retain its status as creative AOR for the Sapphire and Freedom cards.
mcgarrybowen’s most recent work for the client highlighted Chase’s consumer banking products via the “Masters” campaign while Saatchi’s “American Band” from last November focused on the company’s partnership with Apple and its then-new Apple Pay service.
As consumers, we would like to make one very small request of Chase: please don’t do this again.