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PNC Bank Picks Deutsch

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NEW YORK PNC Bank has chosen Interpublic Group's Deutsch following a review, sources said today.

Deutsch bested IPG sibling McCann Erickson and Publicis Groupe's Leo Burnett in the final round, according to sources. Omnicom's TBWA\Chiat\Day also reached the finals, but withdrew last month, an agency representative said. Burnett pitched from Chicago, the other contenders from their offices in New York.

The assignment includes both traditional and digital creative efforts as well as media planning and buying. Account revenue is estimated at $10 million.

Client officials and reps from the three final contenders either could not be reached or declined comment.

The search was triggered in part by PNC's $5.58 billion acquisition of National City bank in December. The winning agency now succeeds independent Doner in Southfield, Mich., which has handled PNC since 2001, and IPG's Campbell Mithun in Minneapolis, National City's lead agency since 2007.

The finalists emerged from a larger field of agencies that client executives visited last month.

PNC, the nation's fifth-largest bank by deposits, serves about 6 million individuals and small businesses in 13 states and the District of Columbia, according to PNC.com. The bank operates some 2,600 branches and 6,000 ATM machines. Beyond retail banking, PNC offers asset management, corporate and institutional banking and investment services.

PNC spent nearly $70 million in major measured media last year, compared to more than $40 million for National City, according to Nielsen. (The 2007 totals for PNC and National City, respectively, were $56 million and $31 million, per Nielsen.)

The Bedford Group, an Atlanta-based consultancy, helped PNC manage the process.