BB&T Bank Selects The Tombras Group as Agency of Record

The brand spends over $10 million on measured media annually

BB&T Bank is one of the 20 largest banks in the U.S. Getty Images

Winston-Salem, North Carolina-based BB&T Bank selected Knoxville-based agency The Tombras Group as its agency of record, following a comprehensive yearlong review.

BB&T Bank formerly worked with Moxie and LGA. It’s unclear if either agency defended in the review.

“What attracted us to Tombras, and ultimately convinced of their capabilities, is the team’s ability to connect data and creativity to dramatically grow businesses,” BB&T Bank director of marketing and advertising strategy Kim Moore said in a statement. “We were impressed with the depth of talent at Tombras and are truly excited about embarking on this new partnership.”

“BB&T is on a path to reinvent the financial services industry with their unrivaled banking experience,” added The Tombras Group president Dooley Tombras. “There’s no better opportunity for an agency than to work with a brand whose values come through in their services, and that describes BB&T perfectly.”

The agency will be responsible for brand creative, strategic planning, digital transformation and media buying and planning for BB&T Bank, tasked with building brand awareness and consideration, as well as increasing account openings. Its first work for the brand, which will expand and evolve its existing “All we see is you” platform, is expected to launch next year.

BB&T Bank is one of the 20 largest banks in the U.S. with $222.9 billion in assets as of Sept. 30.

The brand spent over $8.1 million on measured marketing last year and around $2.5 million in the first six months of 2018, according to Kantar Media. A source familiar with the brand’s media buying history said its budget may exceed $10 million annually.

@ErikDOster Erik Oster is an agencies reporter for Adweek.