$25 Mil. TD Bank Media to Tierney

PHILADELPHIA Tierney, pitching with Interpublic Group sibling Initiative, has landed media chores for TD Bank following a review.

The business is worth $25 million and covers all major media, including TV, radio, digital, outdoor, guerrilla and event marketing.

Tierney, based here, was already TD’s creative shop and had handled media on an interim basis following the merger of TD Banknorth and Commerce Bank a year ago. Commerce had been Tierney’s client before the merger, and Blitz Media in Boston had been TD Banknorth’s buying shop prior to the union of the banks.

Tierney evp, director of media services Greg Siano said the win is important for the agency on several fronts. It allows Tierney to expand its footprint by working with a super-regional bank whose properties swell from 525 to more than 1,100 in New York, New England, Pennsylvania, Washington, D.C., and Florida. Also, the client has been open to various strategies — such as a branded daily news summary — that allow the agency to execute innovative media solutions in the financial-services category.

The client has assets of $120 billion with U.S. headquarters in Mt. Laurel, N.J., and Portland, Maine. Its ultimate owner is Canada’s Toronto-Dominion Bank.

Tierney also works for Independence Blue Cross, McDonald’s, Sunoco, IBM, PECO, Verizon Wireless and Bayer Environmental Science, among others.