Chiat/Day picks up T-D corporate

Chiat/Day Toronto has been awarded the Toronto-Dominion Bank corporate creative and media planning assignment following a review started last December.Thirteen agencies took part in the process. Four made the shortlist.td split with its previous corporate agency of two-years, McCann-Erickson, Toronto, because...

Chiat/Day Toronto has been awarded the Toronto-Dominion Bank corporate creative and media planning assignment following a review started last December.

Thirteen agencies took part in the process. Four made the shortlist.

td split with its previous corporate agency of two-years, McCann-Erickson, Toronto, because of incompatibility and changes both in the competitive and corporate environments.

Suzanne Crocker, td’s manager, advertising and promotion, says the first campaign from Chiat is expected to launch this fall and will build on the financial institution’s current positioning, ‘Your bank. Your way.’

While the appointment of Chiat/Day does not affect td’s other agency assignments, Crocker says there will be an attempt to create synergies between Chiat’s image advertising and campaigns for the various divisions.

Creative and media planning for TD Trust are with Saatchi & Saatchi; Green Line Investor Services, the discount brokerage, is with Gee Jeffery & Partners; and td’s full-service brokerage, Evergreen Investor Services, is handled by Enterprise Advertising.

Media buying was consolidated with Optimedia Canada, a division of FCB Canada, at the beginning of this year.

Advertising spending for all td divisions in 1993 was $7.3 million, according to Nielsen Marketing Research.