Velocity Wins Bank

Velocity Advertising has landed the estimated $1-2 million ad account of Century Bank following a review of local agencies.

“We chose Velocity because of their strong financial services and consumer knowledge … coupled with the quality of their creative,” said Maureen Matranga, marketing communications officer at the Medford, Mass.-based bank. Century currently operates about 20 branches in the Boston area.

Velocity currently handles trade advertising for Manulife Financial; work for Century will target consumers. “Now we have a consumer financial services piece of business; it’s a nice complement to the trade piece of business we have,” said Jennifer Tisdale, general manager at the shop.

A print campaign from theindependent Boston shop is due this spring. Broadcast ads will likely become a part of the media mix,Tisdale said. Overseeing the business are account supervisors Janet Kirkman and Rose Simeone.

Velocity is conducting research over the next month investigating taglines; it may choose a new one or evolve the bank’s current tag, “It’s simple.” That line was developed by Boston’s Connelly & Partners, which held the account for several years. Connelly’s merger last summer with crosstown shop CGN Marketing and Creative Services created a conflict with CGN client Eastern Bank and led to the Century review.

Other Velocity clients include Just for Feet, Insolia, ScanSoft and Bruegger’s Bagels.

New England’s smaller banks have been jockeying for market share of late as they continue to face competition from national institutions such as FleetBoston Finanical and Citizens Bank. Rockland Trust late last year chose Clarke Goward, Boston, as its new agency, while Gearon Hoffman launched new ads for Compass Bank introducing the tagline, “Refreshingly positive.”