BOSTON: TD Bank selected BackBay Communications to handle public relations for its US commercial banking business.
"We had an enormous growth spurt, and we realized that as a bank that went through the financial crisis relatively unscathed--we didn't do any sub-prime lending, we had a triple A credit rating--that we had a great opportunity to leverage our safety and soundness to benefit our commercial clients and our growing commercial business," said Jennifer Morneau, PR manager at TD Bank. "We're hoping to become a leading commercial bank, competing with some of the biggest players in the industry, and BackBay was the right agency to start that endeavor."
BackBay is on board to strengthen the bank's commercial brand, capabilities, and leadership across the country. They agency is currently working on a thought leadership based program to elevate TD Bank's profile through media interviews and meetings with influential banking and financial reporters, said Bill Haynes, president of BackBay Communications.
"The first thing that we started to do was review the messaging and the positioning for the commercial banking business in the US," he added. "We're taking a number of their executives on a media tour tomorrow to meet with a lot of main regional publications that they are interested in talking with. We're just making sure that all the media know, understand, and look for the TD Bank regional presidents as people they can turn to for their thoughts on what's going on in the banking market."
BackBay was selected through an internal search that TD Bank managed on its own, said Morneau. Eight agencies were invited, and six elected to participate. She would not disclose the names of the agencies that participated or the budget for the account. There was no incumbent.
TD Bank also works with New York-based Coburn Communications for its retail business.
BackBay also works with clients such as Corporate Resolutions, Grant Thornton, Iron Financial, Pamlico Capital, Pipeline Trading, Ridgemont Equity Partners, The Riverside Company, TA Associated, and Waud Capital.