CHERRY HILL, NJ: TD Bank has selected JeffreyGroup as its first Hispanic PR AOR following a competitive review.
Rebecca Acevedo, VP of corporate and public affairs at TD Bank, declined to comment on the number of agencies in the RFP or the budget, but said it's a “sizeable relationship.”
“[JeffreyGroup has] a similar approach to customer service and the importance of the customer like we do,” she added.
Before bringing on JeffreyGroup, TD Bank handled small-scale Hispanic outreach in-house, said Acevedo.
“We realize how important the Hispanic community is to TD, and we're very committed to that community,” she explained. “We thought now was a good time to amplify and reach this community, especially as TD continues to grow.”
The agency, which will work with TD Bank through the end of this year on this contract, will help the company implement a Hispanic-focused program and engage media outlets, said Acevedo.
While the account is national, she explained that the bank's main footprint is on the East Coast, so the bulk of the agency's work will consist of regional efforts from Maine to Florida with some outreach to national press, such as Telemundo.
“The scope of work includes mainly media relations, promotion of the regional and local executives to Hispanic media, identifying community opportunities where they exist, and helping them promote their consumer as well as small business offerings,” said JeffreyGroup president Mike Valdés-Fauli. “TD Bank already has a fantastic reputation and a really innovate culture, and our goal is to continue adapting that success in culturally relevant ways to the Latino market.”
With a team of four staffers on the account, the firm will also leverage its “Webfluentials” blogger and influencer database, he added.
Social media will not fall under JeffreyGroup's scope of work because it is handled by TD Bank's marketing department, said Acevedo.
Earlier this month, TD Bank issued an RFP for a PR agency for corporate communications and PR for its retail business. The company expects to make a decision on that account in April.
Last week, Facebook selected JeffreyGroup as PR AOR for Mexico and Argentina.