LOS ANGELES Following almost four decades with independent agency WestWayne, SunTrust Bank has launched a review for its estimated $20 million advertising account, according to the bank's chief marketing officer.
In a statement, SunTrust CMO and executive vice president Craig Kelly said that a decision should be made by late September.
Citing the Atlanta-based bank's recent expansion efforts, merger with National Commerce Financial Corp. and emphasis on a new brand platform, "We see this juncture as a natural opportunity to explore our agency needs," Kelly said.
SunTrust, which spent slightly less than $20 million on advertising in 2004, per TNS Media Intelligence, has worked with independent WestWayne for almost 40 years. It was not clear whether the Atlanta-based agency would participate in the review, to be conducted by strategic marketing and management consultancy The Bedford Group, also in Atlanta.
—Adweek staff report