RDW Group has been named agency of record for People's Savings Bank, Brockton, Mass., after a review of four undisclosed shops.
The incumbent, McKay Communications, Boston, did not participate. Billings were estimated at $1 million.
RDW's "strategic thinking and integrated approach to communications" was the key factor in the win, said People's official Donna Boulanger.
The Providence, R.I., shop later this year will break a TV, radio and print campaign for the bank.
Despite working for the Bank of Newport in Newport, R.I., and Putnam Savings Bank in Putnam, Conn., People's does not present a conflict because the geographic area it covers is primarily in Southeastern Massachusetts, said Josh Fenton, RDW's senior vice president of marketing.