First Union Corporation Selects Erwin-Penland as Secondary Advertising Agency

First Union Corporation, a leading financial services company, has selected Erwin-Penland, Inc. as its second advertising agency to concentrate on collateral, merchandising, and tactical marketing communications for its 2400 retail offices. This partnership will support First Union's national branding effort, following the launch of its first national advertising campaign in September. Erwin-Penland will work closely with First Union's Creative Services group and lead advertising agency Publicis Hal Riney & Partners to create effective marketing communications.

Key Takeaways:

• First Union Corporation has selected Erwin-Penland, Inc. as its second advertising agency to support its 2400 retail offices.
• The partnership will focus on collateral, merchandising, and tactical marketing communications.
• Erwin-Penland will work closely with First Union's Creative Services group and lead advertising agency Publicis Hal Riney & Partners.
• The agency search was coordinated by Chicago's Jones-Lundin Associates, an advertising management consulting firm.
• Erwin-Penland emerged as the top choice through an intensive evaluation process that included an on-site visit and a 'finalist' presentation to a larger group of executives from First Union.
• The Review Team was impressed by Erwin-Penland's relevant experience, dedication, and enthusiasm exhibited during the process.
• First Union made the decision to partner with a second agency to help with the rapid growth the financial services leader is experiencing.
• Erwin-Penland is a Greenville, SC-based full-service marketing communications firm providing advertising, interactive marketing, research, event planning, and public relations services to regional and national clients.

Statistics:

• First Union Corporation has assets of $235 billion at September 30, 1998.
• The company is ranked as the nation's sixth largest bank and eighth largest brokerage.
• First Union serves 16 million customers through various channels, including 2400 retail offices and 3400 automated teller machines.
• Erwin-Penland has $24 million in annual capitalized billings, making it South Carolina's sixth largest marketing firm.
• The agency is a member of the prestigious American Association of Advertising Agencies (AAAA), representing only the fifth South Carolina-based agency elected to the organization.

Sources:

• PRNewswire, November 5
• First Union Corporation
• Erwin-Penland, Inc.
• Jones-Lundin Associates