Citizens Bank Awards Ad Duties to Ogilvy

WPP Group’s Ogilvy & Mather in New York has won creative chores on Citizens Bank following a review.

The other finalists were Draftfcb and Mullen, both owned by IPG, and WPP’s Young & Rubicam. WPP’s Grey competed but did not reach the final round, per sources.

Ellen Alemany, client chairman and CEO, said, “The combination of Ogilvy & Mather’s strategic insights and creativity will enable us to accelerate our strategic plan.”

Added Carla Hendra, who chairs the global strategy and innovations practice at Ogilvy: “The company has a unique operating model that combines world-class, innovative products with local delivery, which truly differentiates it in the marketplace. We look forward to our partnership, and to telling its compelling brand story.”

Pile + Co., the consultancy in Boston, oversaw the process.

Havas’ Arnold in Boston had been the bank’s lead agency for nearly a decade.

In recent years, the Providence, R.I.-based bank has spent $12-15 million annually on ads, per Nielsen.

The win comes at a good time for Ogilvy, which recently let go 90 employees (4 percent of its North American staff) following some key losses and in anticipation of client budget restraints in the coming year.

Nielsen Business Media