It’s been six months since we first heard that Wells Fargo was looking for a new agency partner after working for nearly two decades with DDB. Now, the search has come to an end as fellow Omnicom agency BBDO has taken over on the financial institution’s agency of record duties.
In a statement regarding the decision, which marks BBDO’s return to the bank biz after losing Bank of America in 2012, Wells Fargo CMO Jamie Moldafsky says. “BBDO demonstrated exceptional creativity and big ideas, which made a compelling case for moving forward and officially establishing this new relationship. As our new brand agency of record, we’re confident that BBDO will bring world-class strategic expertise to tell the Wells Fargo story and communicate the value of our products and services to the consumer.”
The Wells Fargo account will be run out of BBDO San Francisco, which also counts clients including Gallo and Mars. The BBDO appointment, though, will not affect the rest of Wells Fargo’s agency roster as MRM will continue to lead digital creative, OMD and UM will continue to serve as media agencies, and the company’s specialist agency roster will remain unchanged.