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In an unexpected move, Citizens Bank — New England’s second largest banking firm — has moved its advertising account to Arnold Worldwide from crosstown shop Holland Mark Advertising.
The budget has been in the $15-17 million range, but spending is expe cted to increase to more than $40 million, as Citizens invests more in advertising, direct marketing and interactive efforts, sources said.
“They wanted a global capability,” said Chris Colbert, Holland Mark president, estimating Arnold’s size at about quadruple Holland Mark’s.
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