BofA Sends Media to Deutsch

NEW YORK Bank of America has moved its $170 million media account to Interpublic Group’s Deutsch after just 14 weeks at Publicis Groupe’s Starcom MediaVest, IPG confirmed.

IPG also confirmed that BofA has handed its $170 million creative account to Deutsch, and has assigned Gotham ad duties for investment banking, asset management, premier banking and commercial banking. The moves were expected [Adweek, Feb. 3].

“I’m disappointed because I’m very confident in the potential and power of our agency and our ability to contribute to Bank of America. We never got the chance. It’s a little disappointing to lose to someone you thought you had beat, or at least another part of the same holding company,” said Jack Klues, CEO of Starcom MediaVest Group.

The media shift comes as the Charlotte, N.C., client shuffles its agency assignments among IPG siblings in the face of a planned merger between BofA creative shop Bozell and HSBC agency Lowe.

Gotham’s assignment was previously handled by Omnicom’s Doremus, but was expected to move to an IPG shop following the holding company’s successful defense of the BofA account last fall.

Starcom in Chicago won BofA’s media account last August after a review that included IPG incumbent Initiative Media North America, Omnicom’s PHD and Publicis Groupe’s Zentih Media, all New York.