Doner Banking on Difference

PNC Deposit Sets Up Fall Brand Campaign
DETROIT–Even with the ongoing run of financial mergers and consolidations, there are still a lot of banks out there. Doner’s task for its newest client, PNC Bank Corp., is to figure out a way to set it apart, agency executives said last week.
After a nearly five-month review, the Southfield, Mich., agency won the $25 million PNC account over fellow finalist Mullen, Wenham, Mass.
The assignment includes creative, strategic and media buying responsibilities. The agency’s first work is slated for a September break, and will include TV, print and possibly other media, said Alan Kalter, Doner chairman and chief executive officer.
Doner’s orders are to position the bank and its various offerings as “best-of-class,” said Denise Thorne Johnson, PNC senior vice president, corporate marketing.
That will require breaking through the clutter of bank advertising by creating a strong brand identity, Kalter said.
“One of Doner’s great strengths is the ability to successfully meld a strong brand platform with an effective, results-oriented retail program,” Kalter said. It’s a combination that many companies strive for, but find elusive, he added.
The incumbents were Ketchum Advertising, Pittsburgh, and McKinney & Silver, Raleigh, N.C. PNC was at Ketchum for 75 years.
PNC, based in Pittsburgh, is one of the largest diversified financial services organizations in the country. It offers regional consumer banking throughout the East and Midwest, as well as corporate banking, mortgage banking, secured finance, asset management and mutual fund servicing.