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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.
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