Perich on Sovereign Ground

CHICAGO Perich + Partners was selected by Sovereign Bank for a major branding assignment to differentiate the financial institution in the competitive retail banking market following a review.

The Ann Arbor, Mich., agency bested co-finalist Denneen & Company, Boston, a Perich representative said. Initially, six agencies were invited to pitch for the assignment. Creative work will break later this year after the new brand position is established, the representative said.

Perich’s experience with Great Lakes Bancorp and Rock Financial and a rebranding effort for DFCU Financial led to the new assignment, said Ernie Perich, president and creative director, in a statement.

A Sovereign representative could not be immediately reached.

The Philadelphia-based client is a $40 billion institution with about 530 community banking offices in the New England and mid-Atlantic regions.

The bank spent $6 million on media through November 2002, according to CMR.