By Katy Eckmann
ATLANTA–Tripling its growth in less than three years, Triangle Bank assigned its advertising account to FGI in Chapel Hill, N.C. A banking industry source estimated the budget at close to $1 million.
Headquartered in Raleigh, N.C., Triangle Bank had employed Smith Advertising & Associates, Fayette-ville, N.C., for the last two and a half years, said client senior vice president and director of marketing Susan Lloyd Fonville.
Since then, Triangle has tripled its assets to $1 billion-plus, making it the state’s 10th largest bank.
‘The growth is not slowing down,’ Fonville said. ‘I wanted to look at who could best take us to the next level and beyond.’
Fonville reviewed several North Carolina agencies, including Smith, though she declined to name the other shops.
FGI won the business because of its ‘depth and breadth in experience,’ Fonville said. She also pointed to FGI’s quick response and its understanding of the changing financial environment.
The shop has already handled two projects for the bank, including collateral pieces for Triangle’s first supermarket banking center.
Marketing plans for the second half of 1996 are under development. In the past, the bank has advertised through print and radio but has not done television for several years.
Smith Advertising will continue to handle projects until its contract expires in June.
Officials at FGI could not be reached for comment at press time.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED