• August 8, 2011

The bank has undergone an intensive strategic exercise, said Larry Magnesen, senior vice president and chief marketing officer of Cincinnati-based Fifth Third Bancorp. Leo Burnett has the ability to build the brand across the entire Fifth Third footprint while finding unique ways to leverage the local capabilities of the bank.

"We are excited to work with Leo Burnett, a highly strategic and accomplished partner with deep experience working with clients facing unprecedented change in technology and customer preferences," Magnesen adds. "They have a proven track record of developing breakthrough communication strategies to articulate clear value and differentiation, and most important, to engage the customer."

Assisting in the review process and negotiations was the Atlanta-based Bedford Group.--Tanya Irwin