Sumitomo Bank Taps LaGrant, Valdez Zacky for Ethnic Ad Work

Sumitomo Bank of California has replaced two of its ethnic agencies, following separate reviews.
Valdƒz Zacky Advertising and LaGrant Communications, both in Los Angeles, have been selected to handle Hispanic and African American ad duties, respectively, according to Thomas Shin, marketing manager of the San Francisco-based bank. Billings for each account are just under $1 million.
Conill Advertising, New York, a division of Saatchi & Saatchi, previously handled Sumitomo’s Hispanic advertising, while Universal Media Group in Long Beach, Calif., worked on the African American account. Both incumbents were finalists in their respective reviews. The other contenders were undisclosed.
Delores Valdƒs Zacky, president and chief executive officer of Valdƒz Zacky, said her agency will try to “provide a whole new way of thinking so that Sumitomo becomes the preferred bank for the Latino community.”
LaGrant is developing both a branding and product campaign.
Saatchi & Saatchi, Los Angeles, remains Sumitomo’s general market shop, with Intertrend in Torrance, Calif., still handling Asian American ads. An integrated campaign supporting Sumitomo’s home loans will break in mid-April, Shin said.