Union Bank selected Eleven Inc. as its global agency of record after a review which included finalists Ogilvy, RPA and incumbent Dentsu. Select Resources International conducted the search process, undertaken last fall.
In the latest available data from Nielsen, the bank spent $2.9 million in measured media from January 2011 through September 2011. In the comparable, year-ago period, the amount was $3.1 million. Those figures do not include digital or B-to-B spending.
Eleven, a San Francisco independent, is tasked with creating all of Union Bank’s traditional communications as well as its interactive work in digital, social and mobile platforms. Eleven’s first work is expected to make its debut in the second quarter.
Union Bank’s parent, UnionBanCal, is owned by Mitsubishi Bank of Tokyo UFJ Ltd., which manages operations in Europe, Latin America, Asia and Mexico. Eleven’s work will be used in support of those operations. Union Bank has 404 bank offices in California, Oregon, Washington and Texas, and two international offices. UnionBanCal was created from five predecessor banks: three from California and two from Japan. As of Sept. 30, 2011, UnionBanCal had $84 billion in assets.