SEATTLE and SAN FRANCISCO: The Abernathy MacGregor Group guided Washington Mutual (WM) and Providian Financial through their announcement this week that the former would acquire the latter.
Abernathy MacGregor has worked with WM since 1996, and Providian since 2001. ?That gave us a tremendous advantage in crafting communications,? said Ian Campbell, MD/West for the agency.
For WM, that meant talking about how it would have a mature credit card business, making it a major player in the market overnight.
?This is a low-risk acquisition, as we will have their senior management team already in place,? added Adrian Rodriguez, SVP of corporate PR at WM. ?And we?re letting our customers know that this allows us to increase our suite of products and services.?
Providian, which has rebuilt itself in recent years after nearly going out of business, framed the deal as the next step in its recovery, said Campbell.
Providian also told employees most of them won?t see much of a change, as ?Washington Mutual isn?t buying a portfolio, they?re buying a business,? said Alan Elias, SVP of corporate communications at Providian.