Planning Experience Helps Stone & Simons Win Citizens

SOUTHFIELD, MICH. – Stone & Simons Advertising here was named agency of record for Citizens Banking Corp., Flint, after a review that included The Berline Group and Simons Michelson Zieve.
Billings for the account were not disclosed, but are said to be close to $2 million.
Said executive vp/director of marketing Gordon Strayer, ‘We are pleased to have Stone & Simons as our marketing partner. Their strategic orientation, first-rate creative and hands-on management style are ideal for us at this point in time.’
Agency chairman Chuck Stone said the agency won the business largely on its planning ability. ‘We showed Citizen some case histories of some of our clients,’ he said. ‘Our handling of (Van Den Bergh Foods’) Country Crock brand, for example, seemed to work well for us. I think we showed that if you can handle the planning function for a major packaged-good brand you can do just about anything.’
Citizens is the sixth-largest bank holding company in Michigan. Its advertising account is somewhat fragmented because its strategy is to allow the local banks to retain their names, such as Citizens Commercial & Savings Bank, Second National Bank of Saginaw, State Bank of Standish, Grayling State Bank, etc. The bank is said to be out to acquire additional banks as well.
Copyright Adweek L.P. (1993)

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