Fifth Third Bancorp is embarking on a major deposit-gathering campaign for its 17 regional banks.

The Cincinnati company, which is buying Old Kent Financial Corp. in Grand Rapids, Mich., for $4.9 billion, is juicing up employee-targeted incentives to bring in more deposits and sell more fee-based products and loans. That’s one part of a new strategy putting heavy emphasis on individual branches’ sales and profitability.

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