Bank of America Chooses Hill Holliday to Handle Its Consumer Advertising

Shift follows a review of roster shops

Interpublic's Hill Holliday has substantially increased its mandate from Bank of America, adding the client's consumer advertising assignment following a review of roster agencies, according to sources close to the situation.

The Boston-based agency already handled various marketing duties for the bank, including for Merrill Lynch (its wealth-management unit) and U.S. Trust (private wealth management). In September, the shop worked with director Christopher Guest to craft a well-received campaign for BofA Preferred Rewards starring '80s rocker Billy Idol.

In 2012, Bank of America selected a dedicated WPP Group team to lead its global creative, replacing Omnicom's BBDO. At that time, Hill Holliday, already a roster shop, picked up several assignments. Now, Hill Holliday presumably picks up the consumer remit from WPP.

Agency representatives could not be reached, and a bank rep declined comment.

In the U.S. alone, BofA spends as much as $1.6 billion annually on measured media, according to some estimates. The size of the work that will shift to Hill Holliday could not immediately be determined.