Trone In Bank Finals

On the fast track to find a new agency for its $2 million-plus account, One Valley Bank in Charleston, W.Va., has narrowed its search to two finalists.
OVB senior vice president and marketing director Terry Puster said the client will hear presentations this week from Trone Advertising in Greensboro, N.C., and Barkley & Evergreen in Kansas City, Mo.
The $4.5 billion bank recently left Long Haymes Carr, Winston-Salem, N.C., due to market conflicts with LHC client Wachovia Bank [Adweek, Nov. 17].
LHC gained the OVB account in spring 1996 by defeating Barkley & Evergreen and The Weightman Group of Philadelphia. The latter two shops were considered this go-around, Puster said, along with Trone and The Buntin Group in Nashville, Tenn.
The criteria shared by the four agencies, Puster said, were billings of around $100 million and financial and packaged-goods ex-perience. Speculative creative is not required from the finalists.
“We haven’t asked them to do campaigns per se,” Puster said. “We’re looking for certain concepts and thoughts” on branding and media strategy.
Print has been OVB’s primary ad vehicle. “As with many banks of medium size, especially as a community bank, we’ve relied on newspaper,” said Puster. It has also used outdoor, radio and TV.
A decision should come shortly after final presentations. “We don’t want to crystalize too much of next year’s plan without having [an agency] on board,” Puster said.
OVB has 105 locations in West Virginia and Virginia.