- David Gianatasio

BOSTON Building on new-business momentum it enjoyed for most of last year, independent Cramer-Krasselt in Chicago has been selected as lead agency by financial services firm Edward Jones following a review.
 
The client spends about $35 million annually on ads, per Nielsen Monitor-Plus.
 
Select Resources International managed the review process for the client, which also considered finalists Kirshenbaum Bond + Partners in New York (an MDC Partners shop and the incumbent since 2004) and TM Advertising in Dallas, a unit of Interpublic Group. Per sources, Omnicom Group's GSD&M Idea City, Austin, Texas, and IPG's Carmichael Lynch, Minneapolis, advanced from earlier rounds, then withdrew.
 
"During this tumultuous economic time and as the economy recovers, we felt C-K was the agency best able to strengthen our brand presence and point of difference from the chorus of financial firms," said Brad Iversen, principal and chief marketing officer at Edward Jones.
 
Added Karen Seamen, evp, gm at C-K's headquarters office in Chicago: "Edward Jones has built its business on a dedication to long-term investing and face-to-face relationship building. With the economic and financial turmoil, many companies have attempted to usurp this position in their communications. We look forward to helping Edward Jones differentiate itself in the category and close the gap between the brand's perception and business reality."
 
The first work for the St. Louis-based client is slated to launch in the spring. The scope of the assignment covers creative, media, online, search, social media and direct chores.
 
C-K's most recent win was in November, when Churchill Downs hired it to promote the Kentucky Derby. Other wins in 2008 included Mohawk Flooring, Johnsonville Sausage and Rayovac batteries.