Consolidation of media planning and buying for Royal Bank and Royal Trust could be followed next year by a review of the creative assignments.
Peter Case, vice-president, advertising for Royal Bank, says it is still early in its new relationship between Royal Bank and the recently purchased Royal Trust subsidiaries of Gentra (formerly Royal Trustco.)
But Case says sometime in the new year he will review whether the group of companies needs the number of advertising agencies it now has.
Case also says at that time he will look at whether there will be a closer connection in the branding and marketing of the two companies, although they will continue to have their own identities.
Royal Bank recently consolidated English-language media planning and buying for the Royal Bank group of companies, which includes newly purchased Royal Trust, with its agency-of-record, Initiative Media, a division of MacLaren:Lintas.
The media duties for Royal Trust were previously handled jointly by the company and Goodgoll Curtis of Toronto, the agency hired in August 1992.
Goodgoll Curtis will continue to handle creative for Royal Trust.
Royal Bank works with a pool of agencies.
Toronto agencies in the English-language pool are MacLaren:Lintas, for product service and print advertising; DDB Needham, television; Geoffrey B. Roche & Partners, community banking; FCB/ Direct; MacLaren Direct; Chiat/ Day, which also does some direct marketing work, and Calgary agency Fieldstone.
French-language advertising is handled by Allard/SMW and Allard Direct.
