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Arnold Adds More From Citizens

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Arnold on Friday resigned the advertising account of PNC Bank after taking on additional work from Citizens Bank.

Pittsburgh-based PNC, handled by Arnold's office in McLean, Va., spent more than $30 million on ads last year, per CMR. The bank had been an Arnold client for two years.

"We're committed to growing with Citizens," said agency representative Rebecca Sullivan.

PNC has begun talking to undisclosed shops in an effort to replace Arnold. Arnold's offices in McLean and Philadelphia will now service an expanded Citizens account that will include Pennsylvania, New Jersey and Delaware, according to Sullivan. No agency jobs in McLean are jeopardized by the resignation of PNC, she added.

The Citizens account is expanding owing to the bank's pending acquisition of the retail operations of Mellon Bank of Pittsburgh, which will create a conflict with PNC, Sullivan said.

Mellon spent about $8 million on ads last year. The client has recently worked with MARC of Pittsburgh, which expects to retain branding chores for Mellon's parent company, Mellon Financial.

Citizens spent less than $10 million on ads last year through former agency Holland Mark, Boston. However, Citizens switched to Arnold as the year began and sources said the business will likely top $40 million by year's end.

Providence, R.I.-based Citizens will rank as one of the nation's 20 largest banks with $50 billion in assets once the Mellon deal closes in the fourth quarter. Arnold in May broke its first work for the bank, retaining Holland Mark's "Not your typical bank" positioning.