Fleet Ups Ante On Direct

The direct marketing review being conducted by Fleet Financial Group grew $50 million richer last week when a review for the bank’s general direct marketing duties was added to the $100 million credit card assignment already in play.
Clarion Direct, Greenwich, Conn., is the incumbent on the Boston client’s general direct marketing duties. The client said shops seeking the credit card task are also being asked to make presentations for Clarion’s duties.
Once the direct marketing review has concluded, a review of Fleet’s media advertising account, estimated at $40 million and handled by Arnold Communications in Boston, is likely to begin, sources said.
Betsy Richardson, senior vice president of corporate marketing at Fleet, said both portions of the direct business are in play but insisted the ad account is “firmly” ensconced at Arnold.
The direct marketing review is being conducted by management consultancy Pile and Co.