BNY Mellon Hires TBWA as Its Lead Global Creative Agency | Adweek BNY Mellon Hires TBWA as Its Lead Global Creative Agency | Adweek
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TBWA Wins BNY Mellon's Global Account

Business shifts from sister shop Doremus

BNY Mellon

BNY Mellon is leaving Doremus but staying in the family.

Fellow Omnicom Group shop TBWA has landed BNY Mellon’s global creative account after a review. Sources estimate revenue at more than $5 million.

TBWA pitched the business from its New York and London offices and will run it out of New York. The pitch team included New York CEO Robert Harwood-Matthews, London chief creative officer Peter Souter and the London-based Adam Stagliano, who is chief international strategy officer.

“TBWA showed us stand-out strategic direction and great creative as well as a truly collaborative approach,” said Judy Hu, BNY Mellon’s chief marketing officer.

The assignment includes TV, print and digital advertising, and the new agency’s first campaign is expected in early 2014.

Doremus, which did not defend, has worked for BNY Mellon since 2011. The other finalists could not be ascertained.

Hu, a former top marketing executive at General Electric, joined BNY Mellon in February and steered the search that led to TBWA. Lyndsey Corona, a global brand leader at TBWA\Chiat\Day in New York, will manage the account.

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