CGN Named First Agency for Fidelity’s Veritude

CGN Marketing & Creative Services has been hired as the first agency for Veritude, a unit of Fidelity Investments.

The provider of customized temporary staf-fing services selected CGN, Boston, following a review of undisclosed agencies. Spending will likely be in the low- to mid-seven figures, according to CGN.

The Veritude assignment is not related to Fidelity’s impending split with lead agency Hill, Holliday, Connors, Cosmopulos. Fidelity has said it is mulling roster shop Arnold, Boston, for the lion’s share of its account [Adweek, June 18].

Veritude, Boston, began as an internal staffing division for companies under the Fidelity umbrella, splitting off as a separate entity about a year ago.

Though other staffing companies provide on-premise services, this will serve as Veritude’s specialty, allowing Veritude professionals to get a better feel for the ideal client/candidate fit.

“They get to live, eat and breathe the client’s culture on a daily basis” while they look to fill positions, said Lisa Badeau, senior vice president and account director at CGN.

CGN will attempt to leverage that “on-premises” position as a point of difference for Veritude. “It’s a niche that will help [Veritude] build its business commercially,” said CGN senior vice president Scott Madden. Work will likely include radio, print, outdoor and trade show collateral. Work is slated to launch in late summer.

Agency CEO Ken Dec said Veritude provides an “opportunity to build a compelling brand with a truly differentiated offering in a rapidly growing category.”

Veritude represents CGN’s second foray into Fidelity territory. The 50-person shop, a unit of Burlington, Mass., marketing company Epsilon, has also worked on projects for Fidelity’s online brokerage, Powerstreet; Gotham, New York, also works for that division.

Veritude is in the process of securing contracts with several Massachusetts employers, with the goal of eventually working on a national level, Madden said.