Hilton Head Shop Wins Four-Way Competition for Bank Business
ATLANTA-First Federal of Charleston and sister bank First People, both of Charleston, S.C., have named Anderson Communications in Hilton Head, S.C., agency of record.
Other advertising shops making a play for the estimated $900,000 business included The Morrison Agency, Atlanta; Sterrett Dymond Stewart Advertising, Charlotte, N.C.; and The Zimmerman Agency, Tallahassee, Fla.
Incumbent Loeffler Ketchum Mountjoy, another agency headquartered in Charlotte, declined to defend the account.
According to the banks’ vice president of marketing, Bruce Copeland, Anderson’s Hilton Head home base made the difference in “a very tough call.”
“There was a lot of debate,” said Copeland. “The creativity, the quality of the shops, the quality of the work. But as we went through point by point, the issue that Anderson is based in Hilton Head, a market where First Federal is opening two major branch operations within six months . . . was one of the small issues. But when you have a bunch of folks in a dead heat, that can tip the balance.”
“Obviously [our location] was an advantage for us,” said agency founder and chief executive officer David Anderson. “We’ve been there a long time and can be of material assistance. . . to position their brand in the marketplace.”
Anderson Communications also has offices in Charlotte and a satellite location in Charleston, which Copeland said was another factor that weighed in the shop’s favor.
The two banks have combined assets of more than $2 billion, making the operation the second-largest financial institution based in South Carolina. Both are owned by First Financial Holdings of Charleston.
First Federal covers the Charleston area north to the Grand Strand region of the state. First People’s market territory stretches along the Myrtle Beach area and coast communities to the north and south.
“Our upcoming movement into the Hilton Head market will bring our franchise from the North and South Carolina line all the way to the South Carolina-Georgia state line,” explained First Federal’s Copeland. “Since this is the first market we will be moving into where we’ve had no previous media presence at all, [it will help] to have an agency familiar with the market.” ƒ
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