Accounts in Review: SunTrust Hires a New Lead Shop

Don't despair, creative agencies, there are pitches for you, too. Not every account review right now revolves around media.

As a public service—and a needed respite from Mediapalooza 2015—Adweek below identifies the major creative opportunities, though most are far down the track and one just concluded. SunTrust Bank, after a four-month search, has selected StrawberryFrog as its new lead creative agency. The bank typically spends around $20 million in media annually, according to Kantar Media.

StrawberryFrog bested three other finalists that SunTrust declined to name and plans to produce some of the ideas that leaders like CEO Scott Goodson pitched. The selection came five months after the bank hired a new agency for media planning and buying, 22squared. JLB + Partners managed both searches.

In selecting StrawberryFrog, SunTrust chief marketing officer Susan Somersille Johnson cited the shop's past work for Emirates Airline and passion for purpose-driven brands. In particular, she wanted an agency that could translate the bank's new strategic focus ("Lighting the way to financial well-being") into ads that connect with individuals and businesses.

"We've been working on this [purpose] for 2 1/2 years, and it's really taking hold," Somersille Johnson said. "So, now was the time in our journey to find a partner who can help us get that message out."

The CMO added that the bank measures "success as an organization on sales, of course. But we also measure success and we reward and recognize teammates for helping people and helping people with financial confidence." The new agency's first ads are expected in a few months.