ATLANTA Fitzgerald + Co. has added media and creative chores on the Navy Federal Credit Union account following a review, the Atlanta-based IPG agency said today.
This marks the first time the client, purportedly the world’s largest credit union, has had a lead agency relationship in its 75-year history.
Fitzgerald is tasked with communicating Navy Federal’s newly expanded mandate. Since May 2008, the client’s purview has extended to include all Department of Defense active duty and retired personnel, as well DOD civilian staffers and their families.
Spending moving forward was not disclosed. The client spent $3 million on ads through May after spending $8 million in measured media for all of 2008, per Nielsen. Given Navy Federal’s new global charter, however, it’s likely future spending would increase substantially.
A major branding campaign launches in January. There will be a small push in Q4 centered on mobile banking.
Said Dave Fitzgerald, agency CEO: “Our strategy is to capitalize on what makes Navy Federal special — its great member service and widespread reach — to engage existing and potential members in a meaningful way. Our team is excited by the opportunity to be a part of Navy Federal’s new direction.”
A multimedia approach using TV, print, online and radio is planned.
Consultant Hassan Ramusevic managed the agency review; other contenders for the business were not disclosed.
Fitzgerald’s key category experience comes from former client Regions Bank; the shop has not been known for work in the government or military sectors.