LOS ANGELES Umpqua Bank has tapped Leopold Ketel + Partners to handle its creative and media account, the client said.
The Portland, Ore., independent overcame crosstown finalists Nerve and R West, as well as Sweetgrass in Seattle, said Lani Hayward, senior vice president of marketing for Umpqua in Roseburg, Ore. Twelve shops participated in the review, she said.
Umpqua, a community bank with 64 locations in Oregon and Southwest Washington, had worked with WPP's Cole & Weber/Red Cell in Portland since fall 1998. The shop declined an invitation to participate in the review, Hayward said.
"We enjoyed working wiht Umpqua for five years, helping them become one of the most recognized brands in the state," said Cole & Weber representative Vicky Hastings.
Billings are just under $2 million, said Hayward.
"We wanted to find an agency that would not look at us as a typical bank account, but would look at us as a retail account that happens to sell bank products and services," said Hayward, adding that Umpqua wants to be positioned as having a mix of sophistication and quirkiness.
Leopold Ketel will likely create broadcast, print and outdoor ads, as well as direct mail pieces, said Hayward. The shop's first ads are expected to break during the first quarter of 2004.
Cole & Weber had created ads tagged, "Different for a reason." That tag will likely be dropped, said Hayward.