A&G Adds Salem Five

BOSTON At a time when the financial services industry comes under intense scrutiny and public opinion of bankers seems to dip every day, Allen & Gerritsen has taken on ad chores for Salem Five Savings Bank.

The regional account was awarded following a review led by consultancy Pile and Co. here. Salem Five typically spends $1 million or less annually in measured media.

The client said A&G’s selection was based largely upon its guerilla, viral, online and retail marketing expertise. In short, the agency’s non-traditional approach to help the bank lure and retain customers was a key factor.

In a weak economy, the fact that Salem Five is a mutual bank adds to the appeal of considering a switch, the agency said, noting that once customers are comfortable with a new banking environment, they are more likely to buy additional products and services.

New work breaks in the next few weeks. Red Sox star Dustin Pedroia helped the bank introduce its Gold Star Saver program as the year began.

The bank was founded in 1855 and operates 20 branches in the greater Boston area. It claims almost $3 billion in total assets.

A&G in Watertown, Mass., ranks among New England’s larger independent shops. It works for a mix of business and consumer clients.

The bank has worked with various local shops in the past such as Duffy & Shanley in Providence, R.I.