Hill, Holliday Preps Push for BofA Division

BOSTON Interpublic Group’s Hill, Holliday, Connors, Cosmopulos next week introduces its first campaign for Bank of America’s global wealth and investment management division.

The upcoming effort rebrands the unit following BofA’s recent acquisition of U.S. Trust. The organization is now known as U.S. Trust, Bank of America Private Wealth Management. The push will feature brand-building broadcast and print elements.

The Boston-based agency added the assignment in January, at which time sources pegged media spending in excess of $25 million. “We have a profound understanding of the affluent client in the financial services space and a successful history creating campaigns that speak to them,” said agency CEO Mike Sheehan.

Hill, Holliday had been lead shop for FleetBoston prior to its 2004 absorption by BofA. A team of Omnicom Group shops subsequently won the overall consolidated $600 million BofA business.

The movement of some of that work back to Hill, Holliday without a review from Omnicom’s Doremus in New York was prompted in part by the bank’s long-standing comfort level with the IPG agency and did not imply any dissatisfaction with efforts by Omnicom, per sources.