JPMorgan Chase Briefs Agencies

NEW YORK JPMorgan Chase has briefed several agencies, asking them to establish a positioning and brand identity for the company now that its merger with Bank One is near completion, sources said.

What the shops present in the second week of August to the New York client will set the tone for ads that client executives hope to have on the air by the first quarter of 2005, sources said.

Agencies from Interpublic Group and Omnicom Group as well as some independent shops were briefed by the client this week. Sources said Omnicom shops included its brand identity company Interbrand, its event and promotions arm Proximity and ad agency BBDO. Sources said that for Interpublic, design firm Futurebrand was tapped and possibly ad shop Lowe, which recently lost global duties on HSBC to WPP agencies.

IPG’s Foote Cone & Belding, which handles JPMorgan Chase’s institutional investor business, is not participating nor is its sibling, The Martin Agency in Richmond, Va., which handles the retail bank advertising.

Executives at the agencies could not be reached for comment.

Independent shops mcgarrybowen and The Gardner Nelson Project, both New York, were also briefed, sources said. Gardner Nelson has handled advertising for Bank One. Those shops could not be reached for comment.

In August, the agencies will present logos for the new brand identity of the merged entity, which Lippincott Margulies determined should retain “Chase” as the brand name. The holding company will continue to be called JPMorgan Chase.

Fred Hill, executive vice president of marketing and communications for JPMorgan Chase, declined to identify which agencies the company was talking to but acknowledged that the brand identity and positioning were its first priorities.

Hill would not comment on media spending for the new entity’s advertising, but TNS Media Intelligence/CMR lists 2003 U.S. media spending for Bank One at $145 million; J.P. Morgan’s securities business at $15 million; and Chase banking at $20 million.