Mellon Financial Parts Ways With MARC

CHICAGO Mellon Financial Corp. has pulled its account in-house, splitting with MARC USA after almost four years, the agency confirmed.

Mellon in 2001 sold its retail banking operations to Citizens National, in the process greatly reducing what had been an estimated $12 million advertising account for Pittsburgh’s MARC. Ad expenditures were $10 million in 2002 but just $1 million through October 2003, according to Nielsen Monitor-Plus.

The agency in spring 2002 launched a campaign tagged “The difference is measurable” to rebrand the company, which now concentrates solely on consulting and investment services. That work continues to be in use.

MARC’s contract with Mellon ends Dec. 31. The agency laid off eight workers from its staff of 168 in Pittsburgh (MARC employs 376 nationwide) as a result of the split, a shop representative said.