BrandMuscle Gets Bank One Work

CHICAGO Bank One Corp. has tapped BrandMuscle to manage the assembly and distribution of its national and local print campaigns.

The Cleveland-based marketing-services agency will develop and implement a system that automates the creation, coordination and distribution of newspaper print ads. The tool will allow execution elements such as templates, headlines, artwork and copy to be automatically customized, assembled and distributed electronically for newspapers in individual markets, said Philip Alexander, president and CEO of BrandMuscle, whose clients also include Allstate Corp., AT&T Wireless and Mini USA.

“With BrandMuscle managing the advertising assembly and delivery process for Bank One, our marketing managers now have the ability to customize each advertisement for their local marketing,” said Glen Zehr, vp of retail marketing at the Chicago-based bank, in a statement. “We are able to maintain a consistent brand identity, while at the same time localizing the advertisement to reflect the needs of each market.”

BrandMuscle will not be involved in coming up with campaign ideas, Alexander said. Bank One has used The Gardner-Nelson Project in New York on a project basis for creative. The company spent about $80 million on advertising last year, according to TNS Media Intelligence/CMR.