Salem Five Looks at Local Shops

Salem Five Cents Savings Bank has chosen six semifinalists in its quest to replace 14-year incumbent Kelley Habib John Integrated Marketing.

The agencies that are vying for the business are Connelly Partners and Greenberg Seronick O’Leary & Partners, both of Boston; Cronin & Co., Glastonbury, Conn.; Duffy & Shanley and Nail Communications, both in Providence, R.I.; and Tracey/Edwards, Manchester, N.H.

A group of finalists will be selected early next month, according to Boston-based Pile and Co., the consulting firm overseeing the review process.

The client’s advertising budget is $1-2 million.

The bank’s decision to part with KHJ, Boston, came because of a desire to test the marketplace after being with the same agency for such a long time [Adweek, Feb. 12].

In recent years KHJ’s efforts for Salem Five consisted mainly of ads for online affiliate directbanking.com. Salem Five has $1 billion in assets and retail branches mainly in suburbs on Boston’s North Shore.

The contenders all have some level of relevant category experience with banks or financial services companies.

Greenberg Seronick has handled advertising for Cambridge Savings Bank. Cronin & Co. has worked for SIS/Family Bank. And Connelly Partners’ Steve Connelly, a former president and creative director of Boston agency Ingalls (now part of Holland Mark Advertising), oversaw campaigns for Citizens Bank.