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Loomis Lands Bank Business

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DALLAS Century Bank has hired The Loomis Agency as its advertising agency after a monthlong review, the shop said.

The appointment makes Loomis the first agency of record for the 106-year-old regional bank.

Joe Nichols, CEO of the Texarkana, Texas-based bank, said the agency presented a plan that started with communications programs directed toward the company's employees. The plan also includes external communications, including cable television, radio, print, interactive and direct mail. Annual billings were not disclosed.

Loomis, an independent agency in Addison, Texas, will handle media and creative services for the bank.

"The research we did suggested that there's a real opportunity for Century Bank to take advantage of its friendly, neighborhood focus and special retail-oriented services to carve out a productive niche in the marketplace," said Mike Sullivan, president of Loomis.

The agency's creative team, led by executive creative director Mark Sullivan (no relation to Mike), presented a humorous campaign called "What's More Amazing?" Television, radio, print and interactive components play off the tagline, "Let us amaze you."

The first work is scheduled to break in late March, according to the agency.