Rockland Trust Mulls 3 Finalists

Three finalists were named last week in the review for Rockland Trust’s $2-3 million account.

Advancing following a round of capabilities presentations were Clarke Goward and Partners & Simons, both in Boston; and Duffy & Shanley in Providence, R.I.

Eliminated from contention were Devine & Pearson, Quincy, Mass.; RDW Group, Providence; and Adams & Knight, Avon, Conn.

The incumbent, Pierce-Coté in Osterville, Mass., declined an invitation to defend. Pile and Co., the Boston consultancy, is overseeing the search process.

Final presentations will take place in mid-December with a decision soon after.

The Rockland, Mass., bank is seeking a shop to help support its expansion both within its current base of operations in southeastern Massachusetts and Cape Cod and elsewhere in the state, according to client marketing director Richard Hall. The bank has $2 billion in total assets and 50 branches.

A goal for agencies in the pitch is to help Rockland Trust better communicate its retail and commercial offerings and investment support while staying true to its small-town values, Hall said.

Recent Rockland Trust ads from Pierce-Coté used the tagline, “We’re all the bank you’ll ever need.” Crafting a memorable position has become important for the region’s smaller banks as they battle larger institutions and each other. Compass Bank, New Bedford, Mass., a key Rockland Trust competitor, just launched ads through Boston’s Gearon Hoffman tagged, “Refreshingly positive.”