SunTrust Chooses Y&R

DALLAS SunTrust Banks today named Y&R its lead agency after a review, the client said. Estimated billings are $40 million.

New York’s Y&R, part of WPP Group, takes over the account that had been handled by Atlanta-based independent WestWayne and its predecessor agency for 40 years. WestWayne did not defend in a four-month competition that included three other undisclosed finalists, the client said.

“All of the participants made compelling presentations that made for a difficult decision,” said Craig Kelly, chief marketing officer at SunTrust, in a statement. “Ultimately, Y&R stood out by possessing and conveying the key attributes we were seeking in a partner.”

Jane Bedford of The Bedford Group, an Atlanta-based strategic marketing and management consulting firm, led the review process on behalf of SunTrust.

Headquartered in Atlanta, SunTrust Banks is one of the nation’s largest banking organizations, with assets of $175 billion and total deposits of $115 billion.

“SunTrust has done a remarkable job of defining their brand essence over the last twelve months and now our charge is to fully deploy our agency resources and talent to galvanize that vision throughout the organization and their multitude of different audiences, from the inside-out,” said Mary Maroun, North American managing partner at Y&R in New York.