TD trust, a subsidiary of Toronto Dominion Bank, has chosen Saatchi & Saatchi of Toronto as its agency after a lengthy search involving six shops.

Consumer testing of concepts from three finalists nudged Saatchi into the winner’s circle.

A campaign, primarily print, will launch within a month.

The agency’s mandate is to establish an image and profile for TD Trust.

Part of that assignment is to educate the public about the differences between banks and trust companies.

TD Trust branches do not provide banking services.

They offer traditional trust services such as investment management, execution of wills, custodial services and estate planning.

There are 12 TD Trust branches in Canada, with another opening soon in Winnipeg.

TD Trust was established last June, but did not begin operating until January of this year after its purchase of 154 branches of Central Guaranty Trust late in 1992.