Fifth Third Bank | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Cincinnati, Ohio, First Third Bancorp is a financial services corporation offering five main businesses which include commercial banking, branch banking, consumer lending, investment advisors and Fifth Third processing solutions. Founded in 1858, Fifth Third Bancorp now operates numerous full service banking centers and automated tell machines (ATM) throughout the midwest and southeast.
|Main Telephone||(513) 579-5353|
Fifth Third Bank ContactsContacts (5/27)
|Greg C.||President & Chief Executive Officer||OH|
Sample of Associated Brands
|Matt J.||Executive Vice President & Chief Marketing Officer||OH|
|Joseph R.||Chief Information Officer||OH|
|Melissa S.||Chief Digital Officer & Head, Omnichannel||OH|
|Tim S.||Executive Vice President, Chief Strategy Officer||OH|
|Fifth Third Bank||********|
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Score 70 - Account in Jeopardy: Fifth Third Bank hiring new CMO after expanding marketing team
Subject: TV, radio, digital, mobile, video, sponsorship
Company: Fifth Third, the largest bank in Cincinnati is one of the nation's top 15 largest banks.
Opportunity: In the midst of hiring a new CMO, making this account even more vulnerable for agency change once the new executive is hired. Adding to the vulnerability, Fifth Third has been Spark have handled creative and media, respectively, since 2011 - well past average AOR tenure (2.5-3 years).
This means Midwestern shops should start engaging executive decision makers now, who can serve as key ambassadors once the new CMO is appointed. One of these executives could be promoted to the top spot, as well.
For instance, Fifth Third's recently appointed CEO, Greg Carmichael, added major marketing muscle this summer: Nationwide marketing exec Dennis Giglio was appointed brand and advertising SVP, and Citi veteran Melissa Stevens was named chief digital officer and omnichannel head.
Sellers - these DM additions signal that major changes are coming to ad strategy. This is especially true since Fifth Third is pinning its turnaround on commercial and online banking, which should make more moola available for sellers with high mature millennial engagement rates.
The bank's ad spending tends to be highest in Q2-Q3, according to Kantar Media. Focus your pitch on key engagement/revenue initiatives such as student checking and "Stand Up To Cancer."
Experience: Giglio was at Nationwide Insurance since 2005, lastly as marketing VP. Stevens was at Citi bank since at least 1998, culminating as COO and head of Consumer Innovation Labs.
Media Spend: Spent about $16.5 million annually on measured media since 2014, about $11 million of which last year was split between spot TV and national spot radio ads, Kantar Media reports. Most of the remainder, about $2.8 million, went to display, almost double the amount allocated in 2014.
Digital Breakdown: About $263,000 has gone to 73.6 million desktop impressions the last year (see impressions share right), Pathmatics reports. Rocket Fuel and DoubleClick Bid Manager were the two DSPs used, alongside ad network Google AdX + AdSense.
Top targeted sites have included eventful.com, kohls.com, mlive.com, realtor.com, youtube.com, ebay.com, answers.com, slickdeals.net, forbes.com and cnn.com.
Combined, only about $4000,000 has gone to 35 million impressions (heavy video skew).
Cheif Digital Officer & Head, Omnichannel
Senior Vice President, Brand & Advertising