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Citizens’ Hal Tovin to Oversee Marketing After Deal With USTrust
BOSTON–Both Citizens Bank and USTrust have employed ad campaigns portraying themselves as friendly alternatives to the region’s financial service giants.
That positioning may remain, even after Citizens’ proposed $1.4 billion acquisition of USTrust is completed early next year, said Hal Tovin, chief marketing officer of Providence, R.I.-based Citizens. Tovin will oversee advertising for the combined entity, which will retain the Citizens name.
Ingalls in Boston handles ads for Citizens; Holland Mark Martin Edmund, also Boston, works for USTrust.
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