Middlesex Savings Bank Selects Boathouse

BOSTON Middlesex Savings Bank chose Boathouse for its ad account following a review of local agencies.

The shop in Needham, Mass., outpaced Connelly Partners here and Kelliher Samets Volk in Burlington, Vt., in the competition’s final round. Pile and Co., the consultancy in Boston, oversaw the process.

The bank, which has 20 branches between Boston and Worcester, Mass., had recently worked with O’Neil Griffin Bodi in Manchester, N.H.

Ad spending was not disclosed. In recent years, ad budgets for the Natick, Mass.-based client have been in the mid-six figures.

“We think we have a distinctive message here at Middlesex Savings Bank, and as a $3 billion mutual bank … we believe we offer a real alternative in this time of change and consolidation in local banking,” said Jim Briand, director of marketing for Middlesex Savings Bank. “All the review participants demonstrated strong work, but we chose Boathouse for their innovative creative and strategic perspective.”

Said Boathouse CEO John Connors: “Middlesex has a meaningful point of difference that we believe will give customers and small businesses a compelling reason to switch their relationships.”

—Adweek staff report