TD Bank begins AOR review

CHERRY HILL, NJ: TD Bank has issued an RFP for a PR AOR.

CHERRY HILL, NJ: TD Bank has issued an RFP for a PR AOR.

The bank is seeking a firm to assist with corporate communications as well as PR for its retail business. TD Bank is in the early stages of the review, with a decision expected by this spring.

Coburn Communication is the account's incumbent.

A TD Bank spokesperson confirmed the RFP but declined to comment further on the review.

Coburn will not re-pitch.

“We have had a wonderful relationship with TD Bank for four years. At this time, due to the agency's rapid growth, it is a strategic and natural time for both parties to move in separate directions,” said Coburn CEO Shirine Coburn DiSanto.

TD Bank hired BackBay Communications in 2011 to handle PR for its US commercial banking division. BackBay will continue to work on that part of the business, the TD Bank spokesperson said.

The financial institution launched an integrated campaign last month that will run until June, with a possible extension through the rest of this year. The initiative, called “Bank Human Again,” highlights personal experiences and customer service at the bank.

TD Bank was ranked the tenth-largest US bank by assets last year, according to SNL Financial. The bank has more than 27,800 employees and 1,300 retail stores in the US. CMO Vinoo Vijay told The New York Times last December that the company opened 41 locations in 2012 and was planning to open 30 to 35 more this year.

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