SunTrust Banks Selects Rapp Collins

BOSTON SunTrust Banks has selected Omnicom Group’s Rapp Collins for direct marketing duties, the shop said.

The agency’s Dallas office will lead the account. Atlanta-based SunTrust previously relied on its in-house marketing department for direct. The account budget was not disclosed but is likely in the seven-figure range.

“At this stage of growth, we felt the need to consolidate and integrate direct marketing efforts and work with a single agency that would extend and complement the important two-way dialogue with our customers,” said John Mauney, senior vice president, marketing services of SunTrust Banks. “We believe Rapp Collins has the depth and breadth of services to effectively manage this dialogue across our entire base of customers and prospects.”

The Bedford Group in Atlanta led the review process. Other contenders were undisclosed.

Rapp Collins’ initial assignments will include customer retention and acquisition programs involving direct mail, strategic planning and data analytics.