Creative & Media in review: TD Bank
Steve’s breakdown: Sounds like Patrick McLean is the point person on this review. In the past he works at Capital One which was a DDB client.
TORONTO, Canada: Toronto-based bank financial services company TD Bank launched a review of its creative and media accounts. “We evaluate our agency relationships routinely and are currently in the process of conducting a closed review,” a TD Bank spokesperson said.
The IPG-owned, Philadelphia-based agency Tierney had been handling TD Bank’s creative for several years when it won a 2009 review for the client’s media business; TD Banknorth had merged with Commerce Bank to create the new entity the previous year.
Tierney will presumably be defending in the closed creative review, although details remain unclear. The agency’s recent work for the brand includes a series of spots last July which served as a continuation of its ongoing “Bank Human” campaign. We’ve included one of the spots below for reference.
The review follows the promotion last December of Patrick McLean from senior vice president, head of brand and product marketing to chief marketing officer. Before joining TD Bank in December of 2014, he served as vice president, digital brand strategy with Capital One, which primarily works with Omnicom’s DDB Chicago.
According to Kantar Media, TD Bank spent around $33.5 million on measured media in the U.S. last year.