Just Partners Counts Crestar As Third Client on Its Roster

ATLANTA-Approaching its first anniversary, Just Partners in Richmond, Va., pulled in its third account last week with the acquisition of Crestar Financial Corp., also in Richmond.
Account billings were not disclosed. According to Competitive Media Reporting, however, the bank spent $2.2 million on its advertising during 1996.
“They have been handling their advertising internally for the last seven or eight years,” agency president and managing partner Don Just told Adweek. “They haven’t been doing any branding work during that time.”
The financial institution recently recruited Craig Kelly as executive vice president from Banc One. Kelly was a client of Just when the latter was with another Richmond shop, The Martin Agency.
“I’ve talked on and off with Craig and his people for three or four months,” Just said. “I don’t know if they concluded they were or weren’t going to have a review, but we came in with some planning ideas on how to get started and got the business.”
Just said his agency’s first effort for Crestar will be this fall, though it may not be a comprehensive branding campaign.
“It will be sort of a transitional period for them,” he said. “We’ll refine it further over time.”
Kelly could not be reached for comment at press time.
Crestar is the largest independent bank headquartered in Virginia. It also has branches in Maryland and Washington, D.C.