The world’s third largest bank, Bank of America, has appointed
Citigate Dewe Rogerson to handle corporate PR and branding for its
European private equity arm.
The account, which was won following a competitive pitch, will be led by
Citigate’s head of corporate PR, Richard Campbell. He will head a staff
of five, including a two-strong team from the agency’s branding
specialists, Citigate Lloyd Northover.
Campbell will report to the Equity Partners Europe MD, William
Obenshain, and his associate Pedro Schuermann.
The brief is to raise the European profile of the bank’s equity
’People associate the Bank of America with high street services, so we
are going to be promoting its private equity arm as a separate and very
valuable business,’ said Campbell.
Citigate may also be involved in the renaming of the bank’s equity
division, although details could not be confirmed.
Schuermann said they would be targeting trade and financial media,
focusing on countries across Europe, in particular Finland, Sweden,
Poland, Hungary, Germany, Italy, Spain, France, Turkey and the UK.
’We haven’t carried out any PR activities recently and felt it was time
to reposition ourselves so the market is aware that we are there, knows
what we do and which countries we operate in.’
The European private equity division is based in London, but it also has
offices in Paris, Frankfurt and Walsall.
At present, the bank’s worldwide equity partners sector, which has been
active for over 30 years, reports investment funds of pounds 4.2
billion. It currently employs nearly 140 people.
According to March 2000 figures, Bank of America has a market cap of
pounds 58 billion.