Wells Fargo Readies Shift of Media, Digital Business

OMD, Organic expected to gain share

In Wells Fargo's latest review, Omnicom Group shops OMD and Organic are in advanced negotiations to take on business that's handled chiefly by units of Interpublic Group, according to sources.

OMD, lead agency on traditional media planning and buying, is expected to add responsibility for digital and search, which Interpublic's UM previously handled, sources said. In 2014, the bank spent $177 million in media, according to Kantar Media.

In addition, OMD will likely pick up media planning and buying on multicultural ads, which had been split among agencies like Muse, DAE and Acento, said sources. Finally, sources expect Wells Fargo to shift its digital creative business from Interpublic's MRM to Organic.

OMD declined to comment and referred calls to Wells Fargo, where a representative said the bank's selections had not yet been finalized. "We're close, but we're not there yet," the rep added. Sources said, however, that the negotiations were far along, with OMD and Organic poised to gain share. 

The expected shifts come a year after Wells Fargo tapped BBDO as its lead creative agency, moving the business from Omnicom's DDB after 18 years. The bank confirmed its latest review—a roster shop only contest—in February

UPDATE: On April 21, Wells Fargo confirmed the media and digital creative selections, adding that Buzz Marketing Group would partner with OMD on the multicultural media assignment.