Single Strategy Unites 3 Regional Banks

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LOS ANGELES When Regions Bank, with headquarters in Birmingham, Huntsville and Montgomery, Ala., merged with Union Planters Bank of Memphis, Tenn., in 2004, and then merged again late last year with Birmingham’s AmSouth Bank, the result created a $140 billion banking entity with a presence in 16 Southeastern and Midwestern states.

To exist under a single Regions nameplate, the banks needed a common media and creative strategy.

Luckie & Co., a Birmingham, Ala., independent, had handled media duties since 2004, eventually absorbing creative tasks as well.



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