DDB’s long tenure on Wells Fargo bank has ended.
The agency has worked on the brand since 1995. But with two other Omnicom Group shops—BBDO and TBWA\Chiat\Day—reaching the final round of the bank’s ongoing creative review, DDB is no longer in the picture. Sources identified the other finalists as Mullen and JWT, which is pitching with fellow WPP Group agency Designkitchen.
In a statement, DDB North American president Mark O’Brien characterized the shop’s 18-year relationship with Wells Fargo as a “successful partnership,” adding, “We are proud of the body of work and results we have delivered.”
That said, O’Brien also acknowledged the desire among Wells Fargo executives to “explore new directions for their marketing communications,” as is clear in the launch of the creative search itself.
The next step is a briefing, followed by a work session a few weeks later, sources said. Final presentations are slated for early February. The bank spends about $130 million in media annually and account revenue is estimated at $10 million.
Select Resources International in Santa Monica, Calif. is managing the search for Wells Fargo, which is based in San Francisco. The finalists emerged from a broader list of agencies that Wells Fargo execs visited that also included Draftfcb and Venables Bell & Partners.
The review does not include traditional media planning and buying, which remains at OMD; digital creative and media responsibilities, which are handled by MRM and UM, respectively; and multicultural marketing, which is split among Muse, DAE and Acento.