Bartle Bogle Hegarty in New York has confirmed it laid off 13 staffers this week after losing Ally Bank, one of its largest accounts. A BBH representative declined to say which departments were impacted by the cuts.
In a statement, the Publicis Groupe affiliate said:
“In response to Ally’s decision to consolidate their business, BBH New York has made the difficult decision to reduce staff by 13. However, because of the work we did to create and establish the Ally brand, we are confident we will be back into the financial services category very soon, and our business continues to grow through new assignments from World Gold Council, Google, and others.”
Earlier this month, Ally Financial consolidated its creative business at WPP’s Grey and G2 units. The business, which includes traditional advertising, digital, direct, and retail, had been split among a dozen or so entities, with BBH as the lead. The shift came after a review in which there were three other contenders: Leo Burnett in Chicago, Venables Bell & Partners in San Francisco, and the primary incumbent, Bartle Bogle Hegarty in New York.
In May, 2009 BBH created the campaign rebranding the online bank as Ally, which was formerly known as GMAC.