Fleet Selects GlobalWorks as Multicultural Shop

boston—Helping FleetBoston Financial massage its image in greater New York’s Hispanic community is job one for GlobalWorks, following its selection as the bank’s first lead agency for multicultural advertising.

“[Appointing a minority agency] seems to be a growing practice among financial services firms, and we were looking for the kind of experience and focus that GlobalWorks would bring,” said Rena Desisto, Fleet’s senior vp of marketing and communications. The budget was not disclosed, but sources pegged spending in the $5-10 million range.

Fleet’s partnership with GlobalWorks—chosen last week following a review of undisclosed shops—was prompted at least partly by a desire to counter negative publicity the bank has received in the past regarding its record on minority lending, sources said.