National Bank names lg2 new AOR

National Bank has announced lg2 as its new agency of record for what’s described as “expanded” marketing and communications activities.

The appointment follows a “formal and rigorous” RFP process that took place during the summer, with a mandate including a wide range of expertise across brand experience. The account will be divided between lg2’s Toronto and Montreal offices.

“Our new partnership brings together a creative and entrepreneurial mindset, and a shared momentum for our mutual ambitions for the future,” said lg2 Toronto partner and president Jeremy Gayton in a release.

“Throughout our discussions over the last weeks, it is clear that both parties are united in our collective enthusiasm to explore new approaches while challenging the status quo. We are very excited to support the bank on a national level as it continues to evolve in the coming years.”

National Bank has been working with Sid Lee in recent years, including campaigns focused around its partnership with Tennis Canada and title sponsorship of the National Bank Open events in Toronto and Montreal.

As part of the RFP, National Bank also announced that it has retained Omnicom Media Group for media strategy and buying.

“Future initiatives will put National Bank in an even better position to reach both current and potential clients as well as employees and the communities in which the financial institution is actively involved,” said the two in a release.

Paula Badran, National Bank’s vice-president of branding, said that the organization has solidified its brand foundation in recent years, and plans to “explore new horizons” and accelerate its growth across the country. “lg2 is a transformational partner, with the integrated capabilities and talent to inject new energy into our creative product and position our brand even more solidly,” said Badran.

It’s the latest in a series of new agency partnerships within Canada’s financial services sector. Both TD and Scotiabank have announced new agency partners in the past couple of years, with TD going to Ogilvy and Scotiabank moving to Rethink, while CIBC launched a creative agency review earlier this year.

Chris Powell