IPG Will Pick Up Nearly All Pieces of Bank of America

NEW YORK — Interpublic Group stands to gain most of Bank of America’s creative communications business – including public relations, interactive and multicultural marketing, following its successful defense of BofA’s $170 million consumer- and affluent-market account, a client representative said.

IPG last week beat Omnicom Group for the account following a two-month holding company shootout. More pieces of the client’s communications business will follow, including an assignment for BofA’s Asset Management Group handled by Omnicom’s BBDO, according to BofA representative Brand Russell.

“It is going to be the exception, rather than the rule for creative work to be outside of IPG,” said Russell. “We don’t yet know where those exceptions are going to be.” He declined to provide a time frame for when the business would shift to IPG.

The Charlotte, N.C.-based client currently has about ten agencies handling various pieces of BofA’s communications business, said Russell. They include Hispanic agency Lopez Negrete in Houston, i-shop Digitas in Boston, and New York-based Asian-American agency Kang & Lee Advertising, public relations agency RF Binder Partners, African-American shop Uniworld and Omnicom b-to-b agency Doremus, he said. Russell also said that Omnicom’s Arnell Group will complete brand identity work for the client early next year.

Media at Publicis Groupe’s Starcom in Chicago is unaffected.

IPG’s Bozell, the incumbent on the consumer- and affluent-market account, will retain general advertising duties, while other below-the-line and nontraditional duties will likely be distributed among its siblings that participated in the pitch. Those included Miami-based Hispanic shop Siboney USA, Southfield, Mich.-based multicultural shop Global Hue and New York-based direct-marketing agency DraftWorldwide, events marketing unit Jack Morton Worldwide, public relations agency Weber Shandwick and i-shop R/GA, sources said.

For the BofA pitch, the client requested a coordinated, multidisciplinary approach from the holding companies.