Publicis Groupe Team Wins Chase’s Digital Business

Pitch was a battle among 4 holding companies

A team of Publicis Groupe agencies led by Razorfish and Rosetta has won a pitch for JPMorgan Chase's digital marketing business, according to sources.

The account is massive, with revenue estimated at $45 million. The assignment spans all of JPMorgan Chase's divisions, including retail bank, card services and investment banking, and ranges from the creation of banner ads and online video ads to search engine marketing, social media efforts and mobile marketing. Such ads are directed at both consumers and other businesses.

The winner set back teams from Omnicom Group, Interpublic Group and Dentsu. And while Rosetta and Razorfish already worked for the bank, Publicis Groupe will add other business that previously was handled by shops such as Dentsu's mcgarrybowen and WPP Group's AKQA.

Among the key decision-makers were Claire Huang, the bank's chief marketing officer, and Gordon Abel, executive director of the digital marketing group. Huang, a former head of international marketing at Bank of America, joined JPMorgan Chase last year.

Chase launched the review in the summer, with an eye toward consolidating its digital marketing business, now dispersed among dozens of agencies, at a handful of shops within a single holding company. Joanne Davis Consulting in New York managed the search.

The consultancy referred calls to Chase, which had no immediate comment. But sources said that the contenders have been told of the decision.