announced today that it has been chosen as creative and media agency of record for People’s United Bank
, a $61 billion full-service financial services institution serving the Northeast, headquartered in Connecticut.
The account will be led by McKinney’s New York office from a strategy, creative, and account perspective. Media will be led from McKinney’s Durham headquarters. The agency will provide holistic media strategy, planning, and buying, as well as creative strategy and production. The relationship is effective immediately.
“It was important for us to partner with an agency that understood our brand and vision,” said Mark Herron, EVP, chief marketing officer, People’s United Bank. “Their ability to deliver strategic thinking and creative execution, combined with their industry-leading digital marketing capabilities and similar collaborative culture, made them a natural fit and we’re excited to partner with their dynamic team.”
McKinney’s work for People’s United will focus on their retail business but will provide support across all lines of business. McKinney’s first work — already in-market — will be an extension of People’s United Bank’s campaign for AlwaysChecking , a comprehensive digital identity theft protection service free for its consumer checking customers. A larger creative effort, launching in Q2 of 2021, will be a new campaign to promote People’s United Bank’s checking products.
“I’ve worked with many financial institutions during my career, and after spending time with Mark (Herron, CMO) and Daniel (Darst, SVP), I knew immediately that we’d be able to accomplish great things together,” said McKinney CEO Joe Maglio. “In a commoditised category, People’s United really stands out for their customer-centricity, arguably the most important focus for brands today. I’m excited that we’ll be able to partner across strategy, creative, and media to develop ideas born from simple human insights that will drive the brand and the business forward.”