The Royal Bank of Canada wants to add to its agency roster.
Peter Case, the bank’s vice-president of advertising, says he wants to increase the current roster by one, and that the bank has a project in mind for the agency selected.
All of Royal Bank’s agencies began their relationship with the bank through a project assignment, says Case, adding he expects to make a decision early this month.
Five agencies are being reviewed for the project, an advertising campaign scheduled to begin early this fall.
Royal Bank’s primary advertising agency is Toronto-based MacLaren McCann.
DDB Needham, Roche Macaulay & Partners, both of Toronto, and Montreal’s Allard Communication-Marketing are also in the Royal Bank pool.
On the direct marketing side, Wunderman Cato Johnson is the main agency with MacLaren McCann Direct (formerly Relationship Marketing Group), Allard Direct and Canada Direct also in the lineup.
Media buying for English Canada is handled by Toronto-based Initiative Media while Allard has the French-language assignment.
