TD Bank Names TBWA\Chiat\Day New York as U.S. Creative AOR

By Erik Oster 

The week before the holidays seems like as good a time as any to cover news from the past couple of months that we somehow missed.

Toronto-based TD Bank named TBWA\Chiat\Day New York as its U.S. creative agency of record. While the news broke in certain circles back in October, the official announcement comes today. The appointment concluded a review launched in May. TD Bank formerly worked with Philadelphia-based agency Tierney on its “Bank Human” campaign and collaborated with Leo Burnett and Diamond Integrated Marketing for this 2014 spot timed for Thanksgiving.

“I’m confident that TD Bank’s new partnership with TBWA will enhance our capabilities in brand advertising, strategy and product marketing,” TD Bank CMO Patrick McLean said in a statement. “Known as ‘The Disruption Company,’ TBWA is culturally aligned with TD Bank’s approach as a disruptor brand. Having demonstrated work that is grounded in research to develop brand platforms, we look forward to working with TBWA.”

“TD Bank is a progressive and disruptive company whose values inspire us everyday,” added TBWA\Chiat\Day New York managing director Nancy Reyes. “We are honored to partner with them and look forward to building an equally disruptive brand platform that tells the TD Bank story.”

Yesterday the chain announced that Havas would handle its media business, which came out to approximately $70 million last year.