PROVIDENCE – Citizens Financial Group Inc. recently selected Ogilvy & Mather as its new advertising agency after a two-month search.
Boston-based Arnold Worldwide had handled the Citizens’ ad account since 2001, but declined to compete for the new contract after Providence-based Citizens said the creative ad business was up for review in October.
Last month, Citizens had narrowed its search to five firms: Ogilvy & Mather, Draftfcb, Grey Advertising and Young & Rubicam, all based in New York, and Mullen, which is based in Boston.
“While we were impressed with the work we saw from all of the agencies, we believe Ogilvy & Mather is the right partner to help us continue to drive our business forward,” said Ellen Alemany, chairman and chief executive officer of Citizens Financial Group and RBS Americas. “The combination of Ogilvy & Mather’s strategic insights and creativity will enable us to accelerate our strategic plan.”
“We are extremely proud to be selected by Citizens,” said Carla Hendra, chairman of global strategy and innovations practice, Ogilvy & Mather. “The company has a unique operating model that combines world-class, innovative products with local delivery, which truly differentiates it in the marketplace. We look forward to our partnership, and to telling its compelling brand story.”
Citizens Financial Group Inc. – a division of the Edinburgh-based Royal Bank of Scotland Group plc. (London Stock Exchange: RBS.L; NYSE: RBS) – is a commercial bank holding company founded in Providence in 1828. It has $153 billion in assets and about 23,000 employees at 1,480 Citizens Bank and Charter One branches in 12 states plus non-branch offices in about 40 states, most of which Citizens Financial operates through its RBS Citizens NA subsidiary. Additional information is available at www.CitizensBank.com or www.rbs.com.
