Cleveland-based KeyBank has selected Minneapolis advertising shop Campbell Mithun as its lead agency after a competitive pitch.
Campbell Mithun will handle creative, media, and brand planning for the financial services company, which is focusing its marketing efforts with the retainer relationship after taking a more fragmented, project-based approach in recent years.
"We were doing things in pieces for the last couple of years as we refined our brand strategy," KeyBank marketing chief Karen Haefling tells Adweek. "[Now], we are consolidating pieces of work into a bigger integrated whole that can be planned together and leverage our assets all across the country."
Campbell Mithun's duties will include work on television, print, digital, local-market events, as well as direct marketing. KeyBank's last integrated campaign came from Chicago-based Cramer-Krasselt in 2008, says Haefling. Since then, the brand has worked on projects with Martin Williams, among others.
Campbell Mithun's portfolio includes work with clients like National City Bank, which the agency lost in 2009 after the bank was swallowed up by PNC. Still, its experience in the category helped it land KeyBank's business.
"Their expertise in the banking industry is deep and long and that really makes a difference," says Haefling. "They've been watching the industry for a long time, they know the players, and I think they're going to help us get to market in a strong way very quickly.”
Haefling declined to disclose what the brand plans to spend on media, saying it's yet to determine how much of its roughly $80 million dollar budget to allocate. Last year, it spent an estimated $8.5 million on North American media, excluding Internet spending, according to Nielsen.