NEW YORK An agency's ability to integrate marketing efforts across multiple disciplines -- and reach different target audiences -- appears paramount to PNC Bank, based on the request for information in its $100 million review.
The four-page RFI contains six references to integration. For example, the document asks about "experience with complicated products and services in a multi-targeted, multi-offerings capacity" and retail campaigns that illustrate an "integration of communications efforts across a wide spectrum of disciplines and consumer touch points."
PNC, which has five lines of business, became the nation's fifth-largest bank in terms of deposits in December when it acquired National City bank for an estimated $5.58 billion. Beyond retail banking, PNC offers asset management, corporate and institutional banking and global investment services.
The review, which includes both creative and media duties, was triggered in part by the acquisition, and the incumbents on PNC and National City -- independent Doner in Southfield, Mich., and Interpublic Group's Campbell Mithun in Minneapolis, respectively -- have been invited to defend.
Last year, PNC spent an estimated $70 million in major measured media, compared to more than $40 million for National City, according to Nielsen Monitor-Plus. PNC hopes to complete its review in June.
Invited agencies submitted the last of their responses to the RFI last week and PNC this week is expected to narrow the field to approximately six shops. Those agencies will visit PNC at its Pittsburgh headquarters in early April and, based on those meetings, the bank will select three finalists, according to a letter that accompanied the RFI. Final presentations are slated for late May.
Beyond relevant experience, the RFI probes creative, interactive and media capabilities. The document also asks, "Are you involved in green initiatives? If so, how long have you been involved and what are you doing to institutionalize your efforts throughout your organization?"
On its Web site, PNC touts its "environmentally friendly business practices," which have lowered costs, increased efficiency and improved communities. "PNC has more certified green buildings (55) than any other company on earth," the site states.
The Bedford Group in Atlanta is managing PNC's search.
