On The Wilder Side

Mike Wilder checked out of Arnold Communications almost two years ago after managing the Fleet Financial Group account for six years. Since then, he’s been quietly consulting from a Back Bay office with high-tech public relations guru Andy Miller.
These days, Wilder’s razor-sharp wit is matched only by his need to make a buck.
The former account executive toiled at top agencies for almost 25 years, working with marketing managers at Fleet, BayBank and the Bank of New England, among others. So what’s Wilder’s take on Fleet’s pending takeover of BankBoston, a deal that would create the eighth-largest bank in the country?
Wilder theorizes that to compete against a so-called category killer like Fleet Boston Corp.–the proposed name of the merged entity–information technology will become critical to developing marketing programs.
Because of his experience and knowledge of the “unique character, economy and demographics of the major New England cities and towns,” Wilder believes he can benefit the smaller banks. By comparison, they’re all small now.
–Judy Warner