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Citizens Bank is conducting a review for a wide-ranging direct-marketing assignment valued at $6-7 million.
More than 20 agencies have responded to a request for proposals that was issued approximately two weeks ago.
Sigma Marketing Group in Roch ester, N.Y., which has handled the business for about five years, and Arnold in Boston, which handles Citizens’ media, are among the initial respondees. No portion of Arnold’s current assignment is included in the review.
Citizens is conducting the review without an outside consultant; a decision is expected by early April.
The bank is looking to strengthen its position in the Northeast following the acquisition of Pittsburgh-based Mellon Bank last summer, said Theresa McLaughlin, executive vp of marketing at Citizens.
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