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N.Y. Bank Picks Margeotes/Fertitta

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NEW YORK Margeotes/Fertitta + Partners has won the $7 million regional account of Independence Community Bank.

The shop wrested the account from Publicis Groupe's The Kaplan Thaler Group in New York after a three-month review. The agency also picked up media duties from Initiative Media. Wolfe Group was also a finalist in the review.

"If you go walking through any part of Manhattan, it's amazing the retail space that Commerce, North Fork and a lot of banks own," said Fred Langbecker, chief operating officer and chief strategic officer at MF+P. "The New York metropolitan area has really become a major competitive hot bed."

MF+P plans to differentiate the bank by communicating its homegrown personality in an industry populated by national chains, said Langbecker.

"We're going to be starting at the branches and making them the heroes," Langbecker said.

MF+P has worked with Putnam, the New York Stock Exchange and JP Morgan Chase among other financial services clients. ICB senior vice president and director of marketing Janice Schilling said she was not only impressed with the shop's financial services credentials, but also valued its multi-cultural marketing experience.

The shop is expected to break its first work in April. The effort will include outdoor, radio, print and direct mail components.

Group account director Jolie DeFeis will manage the business, working with creative director Alison Gragnano.