Eisner Prevails in Provident Bank Review

ATLANTA Eisner Communications said it has won the creative and media account of Provident Bank after a review that included more than a dozen Southeastern agencies.

The incumbent, Trahan, Burden & Charles, defended the business. The independent Baltimore shop had held the account since 1991.

Annual billings on the account are more than $3 million, according to Nielsen Monitor-Plus.

The Baltimore-based bank has been expanding aggressively into Washington, D.C., and Virginia since its 1997 acquisition of Citizens Savings Bank in the greater Washington area and last year’s acquisition of Southern Financial Bank in central Virginia.

“Clearly, we are not the same bank we were five years ago in terms of geography and strategic focus,” said Lillian Kilroy, Provident’s chief marketing officer. “As new banks continue to enter an already crowded marketplace, we need to stand out and be heard.”

Provident has $6.4 billion in assets and operates a network of 152 banking offices concentrated in Baltimore, Washington and Richmond, Va.

The first work from Eisner, an independent Baltimore shop, is scheduled to launch early next year. The campaign will include television, radio, print, outdoor and Internet ads.

“We will apply a fully integrated communications approach on this business,” said Steve Eisner, the shop’s president and CEO. “Our messages will have a deep sense of consistency at all touch points.”