WASHINGTON, D.C. – Mason-Dixon Bancshares of Westminster, Md., has selected Richardson, Myers & Donofrio of Baltimore to reposition the bank’s identity as it grows.
The agency will meet this month with the client to map strategy for each of its subsidiaries, including Carroll County Bank & Trust Co., Bank of Maryland and its new acquisition, Rose Shanis Financial Services.
The budget has not been determined. Historically, the bank has spent less than $1 million, but it is examining its budget to keep pace with current growth, recent acquisitions and planned expansions.
The bank chose RM&D, after a review of undisclosed shops, to provide brand management, marketing, community rela-tions and interactive media development.
Tom Ferguson, chief executive of Mason-Dixon, said the bank was looking for a new vision as it expands financial services in Maryland.
“The quality of RM&D’s people and the strategic approach means they are capable of . . . supporting our growth objectives of efficiency and impact,” Ferguson said.
“We are doing an analysis of what kind of brand development they need to support their growth,” said RM&D executive vice president Jamie Rice, noting various options are being considered, including a name change. “It’s too early to say what the shop’s first assignment will be,” Rice added. “Here is an opportunity for a substantially sized, locally controlled bank to really make an impact. It’s a familiar face committed to the community.”
“Our Mason-Dixon client wants what RM&D does best,” said agency president Chuck Donofrio. “Strategically motivated and functionally integrated advertising, public relations and interactive media.”
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