B/G Links With Union Planters

Biggs/Gilmore has won Union Planters’ $10 million account after a four-month review.

The bank holding company considered more than 30 shops nationwide before settling on B/G, said Tom Woodberry, vice president of advertising and public relations manager for the Memphis, Tenn., client.

The incumbent, The Ramey Agency, Ridgeland, Miss., did not defend, Woodberry said.

Union Planters has more than 850 banking offices serving more than 2 million customers in 12 states.

Biggs/Gilmore will use its Web-enabled franchise support program, LINK, to help service the account, said Jane Tamraz, agency principal.

The LINK program is a fully integrated local advertising system geared toward each client’s business. The agency uses the overall look, artwork, and feel from a client’s national campaign to create customized ads for local affiliates.

A local Union Planters’ affiliate can call a toll-free LINK customer service number and order an ad from a planner as well as a catalog of components. The agency will then customize the ad to meet the affiliate’s needs, size the ad to meet the specifications of the publication where the affiliate has purchased the space.

The intent is to offer clients a consistent look and feel around the country, but allow local affiliates the opportunity to take best advantage of the national creative work, Tamraz said.