Coverdell & Co., an insurance marketing firm in Atlanta, has added Shawmut National Corp., Hartford, Conn., and PNC Bank Corp, Pittsburgh, to its roster of banking clients.

Shawmut has retained Coverdell to help develop and administer a variety of supplemental insurance marketing programs.

For example, Coverdell will help Shawmut roll out an accidental death program via a direct mail marketing campaign to almost 500,000 checking account customers.

As part of its work for PNC, Coverdell is mailing a term life program to more than 100,000 customers in PNC's targeted customer file, and has other programs prepared for mailings throughout 1995. Unlike a regular term life offer, a birthday program offers customers the opportunity to lock in a lower rate before their next birthday.

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