Liberty Bank Eyes 3 Shops In Final Round

Three agencies have been named finalists in a review being conducted by Liberty Bank.
The Middletown, Conn.-based client has selected Baldwin & Stone in Cambridge, Mass.; Wallwork Curry in Boston; and Leonard/Monahan in Providence, R.I., to advance to a final round that includes a speculative creative presentation.
Out of contention are ReevesDrake in Boston and two Providence shops, Duffy & Shanley and RDW Group.
The three remaining agencies will make presentations to the client in the next few weeks, said Judy Neer, an official with Pile and Co., a Boston-based management consulting firm overseeing the search process.
Neer, who confirmed the finalist list, said a final decision is expected by mid-February.
Annual billings are about $1 million.
Liberty Bank has no agency of record. Over the years, it has worked on projects with several Connecticut shops, including Decker in Glastonbury and Mason & Madison in New Haven. Decker created a TV and print campaign for the bank in the 1980s and worked on newspaper ads for Liberty as recently as two years ago. Neither shop was invited to participate in the review.
With 28 branches and $1.3 billion in assets, Liberty is one of the largest mutual savings banks based in Connecticut but has maintained a decidedly low profile in its marketing efforts. It is seeking an ad agency to strengthen its position as a community bank through aggressive marketing against such larger, better-known competitors as First Union and Fleet Financial Group, bank officials have said.
All three contenders have relevant category experience. Baldwin & Stone has worked on projects for Scudder, Stevens & Clark and State Street Bank. Wallwork Curry handles advertising for Century Bank & Trust of Medford, Mass., which has offices in Boston’s western suburbs. Leonard/Monahan worked for Shawmut Bank some years ago but has no financial services clients.