SunTrust Banks Seeks Single Direct Marketer

ATLANTA SunTrust Banks is looking to consolidate its direct marketing account, the client confirmed.

John Mauney, senior vice president of marketing services at the Atlanta bank, said he is considering seven agencies this week and expects to make a cut to two or three finalists shortly after. Search consultant Jane Bedford of The Bedford Group in Atlanta is overseeing the process. A decision is expected in late January.

Mauney, who declined to identify the semifinalists, said the shops were located in the Southeast, East and Midwest. The direct marketing account is worth $6-7 million, he said.

The winning shop will be expected to work with the bank’s lead ad agency, WestWayne, also in Atlanta, to provide what Mauney called “a longer term continuing program.”

“One thing we’re looking for is a more continuous direct marketing approach versus short promotional mailings,” Mauney said.

SunTrust spent approximately $15 million on advertising in 2002 and the same amount in the first three quarters of 2003, per Nielsen-Monitor Plus.