Bank of America opts for Citigate to raise its profile

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 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

partners’ division.



’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.



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