Epsilon and Fallon Named Lead Agency of Record for KeyBank

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New business win redefines integrated model of performance and creativity for brand success

Epsilon and Fallon Worldwide today announced their new appointment as lead agency of record for KeyBank. The agencies bring a collaborative model to brand awareness and performance for KeyBank, integrating the strength of data-driven strategy and creativity for above and below-the-line work.

“In a crowded marketplace, it takes deep client insights and a distinctive voice to standout,” said Justin Morcelle, Chief Marketing Officer, KeyBank. “The unique combination of Epsilon’s insights and Fallon’s breakthrough creative will drive our business in a way that’s both client-centric and authentic to our brand.”

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Epsilon has a 25-year relationship with KeyBank, specializing in 1:1 marketing and CRM. Their proven history of success with KeyBank opened the door for this opportunity, coupled with the ingenuity and creative capacity of fellow Publicis Groupe agency, Fallon.

“This win is a true triumph of performance and creativity, attributed to the seamless partnership with Fallon and sincere desire from both teams to lean in together and create category-leading work,” said Rob Powers, SVP, Financial Services Lead, Epsilon. “We’re excited to wrap our data expertise around compelling new strategy and creative that drives the brand into the future.”

KeyBank’s mission is to empower clients, communities and employees to thrive—helping people move forward on their financial journey, no matter who they are or what barriers they face. This collaboration with Epsilon and Fallon is perfectly timed to bring brave solutions to the brand and capitalize on ambitious growth opportunities. The integrated team offers best-in-class creative, data and strategy, alongside superior brand stewardship and performance.

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“Choosing between performance marketing and brand advertising is a false choice,” said Rocky Novak, Chief Executive Officer, Fallon. “This partnership is allowing us to work in effective and emotionally resonant ways alongside a client with truly big ambitions. It’s going to be fun.”

As lead agency of record, Epsilon and Fallon will lead the teams at KeyBank and its partners in launching an entirely new platform designed to connect all constituents and help customers prosper in today’s marketplace. The work encompasses brand strategy and creative; media strategy, buying and planning; creative strategy and production; 1:1 marketing, CRM, direct mail, direct response and email marketing.

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