Marine Midland Eases Into Review

Marine Midland Bank this week begins chemistry meetings in its search for an agency to handle its estimated $20 million account.
Eight shops will meet with the Buffalo-based client in the next two weeks: D’Arcy Masius Benton & Bowles, DeVito/ Verdi, M&C Saatchi, Margeotes/Fertitta + Partners, Angotti, Thomas, Hedge and Bates Worldwide, all in New York; Saatchi & Saatchi Business Communications, Rochester, N.Y.; and Wolf Group, Buffalo, N.Y., sources said.
DMB&B handled Marine Midland in the early 1990s; Bates works for other banks owned by HSBC Holdings, Marine Midland’s parent.
Incumbent Eric Mower and Associates, Buffalo, resigned in August.
Creative duties–including direct mail and collateral materials–and media chores are in play. Heading the search are: Anne Nelson, executive vice president of marketing, Wanda Zygmuntowicz,
senior vice president of marketing, and Minnetonka, Minn.-based consultant Jan Apple.
Marine Midland, with 380 branches across New York state, will likely cut to three or four shops before issuing a strategic assignment next month. An agency will be named by year-end.
The client’s most recent TV spots focused on retirement planning and small business services. The tagline: “Banking for the real world.”
–with Hank Kim and Sloane Lucas