ATLANTA Luckie & Company has won the media account of Regions Financial Corp. following a review, the agency said.
Creative chores remain with Vajda Ramey Associates in Birmingham, Ala.
"We'll re-evaluate everything they do and add some discipline to the process," said agency executive vice president Tom Luckie. "The analysis calls for us to divide the budget by region and market. Each market is different."
The independent shop in Birmingham will provide media planning and buying for the client and its subsidiaries, Regions Bank and investment firm Morgan Keegan & Co., in Alabama, Arkansas, Florida, Georgia, Louisiana, North and South Carolina, Tennessee and Texas.
"Luckie showed us some interesting and unique ways to approach the media planning process," said RFC advertising director Leah McKinney. "We are confident their approach can make our media dollars go further."
Billings were undisclosed. Previous spending for the Birmingham-based client was $3 million in 2002, per Nielson Monitor Plus.
With $48 billion in assets, publicly traded RFC ranks among the 25 largest financial services companies in the U.S. Regions Bank has 680 offices; Morgan Keegan operates 140 locations.