EverBank Hires a New Creative Shop

DiMassimo Goldstein succeeds Carton Donofrio Partners

A bank whose lead agency closed has found a new home.

DiMassimo Goldstein and its subsidiary, Proove Accountable Media, have landed creative and media responsibilities for EverBank, an online player that's based in Jacksonville, Fla. Annual media spending is estimated at $15 million.

Previously, EverBank's lead shop was Carton Donofrio Partners in Baltimore. But that shop closed in the fall, triggering a search for a new agency.

Sources identified the other finalists as Doner in Southfield, Mich., 22squared in Atlanta and TM Advertising in Dallas. Select Resources International in Santa Monica, Calif. managed the search.

In addition to savings and checking accounts, EverBank offers mortgages and investment planning. Its customers include both individuals and businesses. Past branding initiatives include purchasing the naming rights to the home stadium of the NFL's Jacksonville Jaguars, now known as EverBank Field.

The new shop's creative assignment includes both traditional and digital advertising.

In making the hire, Lisa Johnston, the bank's chief marketing officer, cited DiMassimo Goldstein's grasp of the digital space and the hands-on involvement of its top executives. Existing clients also spoke highly of the shop, said Johnston, who added, "We feel like we have a great partner."

Other top accounts at the New York shop—which is led by CEO Mark DiMassimo and president Lee Goldstein—include FreshDirect, Memorial Sloane Kettering, Reader's Digest and TradeStation.

DiMassimo Goldstein last worked in the banking category in 2012, on Provident Bank. In addition, in the late 1990s, the agency handled SunTrust's business.