Bank of America (BoA) has appointed The Brand Union to work on its global rebrand following the bank’s acquisition of Merrill Lynch.
The international brand agency won a three-way pitch against Lippincott and Interbrand, and will now work on the combined financial company. The project will be serviced globally and delivered from both the London and New York office.
Bank of America bought Merrill Lynch in a deal worth $50bn (35bn) in September after the wealth management firm was hit hard by bad mortgage debts.
The win extends The Brand Union’s existing relationship with Bank of America. The WPP-owned brand agency was appointed last year to work on the bank’s marketing push in Europe, the Middle East and Asia. It also created the original identity for Bank of America in 1998.
Crispin Jameson, The Brand Union worldwide chief strategy officer and WPP team leader for Bank of America, says the agency will help with the transition towards a combined entity.
“Brands of this stature and complexity require careful handling. We are delighted to have been asked to support them in creating a new entity that is greater than the sum of its parts.”