First of America Bank Corp. hopes a New York advertising agency that has helped sell oatmeal, paper towels, and antacids can help it sell banking products.

The $23 billion-asset Kalamazoo, Mich., company has hired Jordan McGrath Case & Taylor - an agency that has helped build brand loyalty for Quaker Oats, Bounty, and Tums - to develop a corporate theme for all of its lines of business. It plans to begin its campaign in March or April.

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