Grey Opens City National Account Leverages Nonretail Banking Experience

City National Bank has selected Grey Advertising to expand its name and image into new markets.
Grey’s Los Angeles office was tapped for the estimated $3 million account following a review that included four undisclosed Southern California agencies. Grey was chosen because it had the most experience in nonretail banking, said officials with the Beverly Hills, Calif., client.
Ground Zero, Marina del Rey, Calif., previously handled the account. The shop parted ways with City National last year.
“There is a world of difference between a retail bank and a business and private bank,” said Jim Dunnigan, client director of advertising and public relations.
Jeff Alperin, CEO of Grey’s Western division, said the shop consulted bank officials during the review and relied heavily on its previous experience handling California Federal Bank and BofA.
“We aggressively pursued the client to show … how we would work together,” said Alperin.
The bank, which will retain its blue ladder logo, expects to finalize the acquisition of San Francisco-based Pacific Bank in February.
Grey will develop a radio, print and outdoor campaign. K