First Citizens Bank Turns to Trone

BOSTON Trone said it has been hired by First Citizens Bank of South Carolina to develop a new creative platform that includes TV, radio, outdoor and online advertising, as well as in-branch materials.

“Our strategic partnership with Trone will allow us to provide a creative platform that will propel the First Citizens brand forward in the marketplace,” said Christie Hill, CMO at the bank.

The agency is handling the business out of its office in Greenville, S.C. The client spent $2.5 million last year in measured media, per TNS Media Intelligence.

“The win is big for us. The chance to do great work and help evolve a great brand is our sweet spot,” said Dan Gliatta, Trone evp, client services. “Add the fact that the work will be seen throughout our home state just makes it better.”

Independent Trone added the account following a reveiw of undisclosed shops. Bounce, also in Greenville, had previously worked on the business.

The win is important to Trone’s Greenville 10-person office because “it instantly becomes our second-biggest client behind DaimlerChrysler, plus [it] allows us to utilize all of our capabilities,” he said.

The bank operates 166 branches in South Carolina and Georgia and has total assets exceeding $6 billion. Like many regional banks nationwide, First Citizens faces competition from both local players and multinationals like Bank of America. First Citizens has used the positioning line “We value relationships.”

Trone opened its Greenville office last year; the agency is based in High Point, N.C. Overall, the agency claims more than 100 employees and $100 million in overall billings. It also maintains North Carolina outposts in Charlotte and Raleigh.