Cohn Scores Md. Bank

Cohn Godley Norwood has been named agency of record for Chevy Chase Bank in Chevy Chase, Md. The $5-7 million account had been handled for the past 11 years by Arnold Communications’ McLean, Va., office.
The client first worked with Cohn Godley more than a year ago when the Boston shop created an online banking site for the company. Cohn Godley creates customized Internet marketing programs using technology supplied by BroadVision in Redwood City, Calif. It was this project work for Chevy Chase Bank that helped Cohn Godley land the account, according to agency president Ben Godley.
“We came to have a lot of respect for them and decided to move all of our business to them,” said Scott McSween, executive vice president for retail banking. “We’re delighted to be working with them.”
McSween, formerly a senior vice president at BayBank, joined Chevy Chase Bank last year.
Arnold officials declined comment.
Godley credited Ken Dec, senior vice president of marketing who will head the account, and Jeff Freedman, vice president of interactive services, with the win.
Part of Cohn Godley’s task is to develop a branding campaign using radio, print, outdoor, Web, direct mail and in-branch advertising, Dec said. TV ads will also be explored.
Chevy Chase Bank’s advantage in the marketplace has been “ubiquitous distribution,” Dec said. Past advertising efforts tried to convey the message of convenience, he added, “and we think that’s important, but there are other attributes that may be more appealing. We need to make a stronger emotional connection.”
The largest privately held bank in the country, Chevy Chase Bank has $6.5 billion under assets and operates 140 branches and 700 automatic teller machines in Maryland, northern Virginia and Washington, D.C. The company also plans to open 100 full-service retail centers within Giant Food Stores in the next three years.