CLEVELAND - Keycorp said it has selected Young & Rubicam Inc. as its advertising agency of record for its national branding account.
Young & Rubicam won the business after a two-month review. It will provide advertising, direct marketing, collateral programs, and design.
The agency also is expected to play a role in the marketing aspects of "First Choice 2000," Keycorp's strategy of matching customers with products and services.
"By creating a national, unified brand positioning and leveraging the relevance of state-of-the-art data base marketing, we plan to build Key Bank into a powerful financial services company," said Stephen A. Cone, executive vice president of marketing and strategic planning for Keycorp.