“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 CEO, Citizens Financial Group and RBS Americas.
“The combination of Ogilvy & Mather’s strategic insights and creativity will enable us to accelerate our strategic plan.”
“This is an exciting time at Citizens as we develop innovative, first-to-market products that meet our customers’ needs,” said Theresa McLaughlin, Group EVP and Chief Marketing Officer at CFG.
“We are very much looking forward to our partnership with Ogilvy & Mather as we continue to be a leader in providing innovative banking solutions for our customers.”
“We are extremely proud to be selected by Citizens,” said Carla Hendra, Chairman, 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.”
Boston-based management consulting firm Pile and Company managed the review process, which began in October 2009. In addition to Ogilvy, Draftfcb, Grey, Mullen and Y&R were shortlisted by Citizens in November. Incumbent agency Arnold withdrew from the process in November.
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