• by Larissa Faw , October 17, 2014

A 116-year-old family brand is gearing up to become a digital marketing powerhouse. First Citizens Bank, based in Raleigh, NC, has selected Allen & Gerritsen (A&G) as its digital AOR following a competitive review.

A&G will handle both consumer and business-to-business responsibilities with media buying and strategy across digital and social media. The agency has assumed media and digital creative responsibilities since April. .

“We chose A&G based on their digital prowess and the team’s constant work to innovate on behalf of their clients," says Barbara Thompson, First Citizens Bank SVP and Manager of Brand Management. "A&G’s reputation as a cross functional, multi-faceted agency precedes it. We are thrilled that the A&G team is bringing its experience with both consumer and B2B brands to its work with First Citizens.”

Additionally, A&G will work in concert with Factory Detroit, who launched the financial brand’s new “Forever First” platform last fall. Factory Detroit creates First Citizens' broadcast spots and in-branch marketing.

First Citizens Bank is the largest family controlled bank in the country. It sought agency representation following a recent rebranding to seek ways to navigate digital channels. It previously worked with two local North Carolina agencies and there were two national agencies that participated in the review that First Citizens declined to identify.