Fleet Gives a Project to Heater

Heater Advertising here has been quietly working on a creative-only assignment for Fleet Financial Group.
The client wants to create awareness for its discount brokerage services, according to Steve Giuggio, director of account services at the 20-person agency.
Television and print ads have been completed. When that work will break, however, is unknown in light of the announcement last week that Fleet has agreed to purchase Quick & Reilly Group, a national discount brokerage firm. “We’ve put [the campaign] on hold while we look at what this acquisition means,” said Fleet representative Ellen Molle.
Arnold Communications in Boston has been Fleet’s agency of record for more than 20 years. That will not change anytime soon, according to Betsy Richardson, Fleet’s senior vice president of corporate marketing.
“We were looking for an agency to do a special project, and Heater’s really good at hothouse work,” said Richardson. “Arnold has a lot of work from Fleet coming in, and they agreed it would be good to have a fresh set of eyes working for us.”
Arnold is still in charge of media buying chores, which extend to the work developed by Heater Advertising, according to Molle.
Fleet has a continuing relationship with Greenwich, Conn.-based Clarion Direct, which handles the direct marketing portion of the account.
Both Giuggio and Bill Heater, president of Heater Advertising, worked with Fleet senior vice president Anne Finucane when the trio was employed at Hill, Holliday, Connors, Cosmopulos in Boston in the 1980s. “We kept in touch, and Anne called us with a need,” Giuggio said.
The agency’s work for Scudder Funds, which included a series of TV commercials, piqued Finucane’s interest, Giuggio added. Heater Advertising continues to work for Scudder.