Fifth Third agency search doesn't cloud Sunrise's hopes - Business Courier of Cincinnati:

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million rebranding initiative, is searching for a new advertising agency, a move that coulc have a huge impact on its agency of record for the last10 . The downtown agency, which employs 42 and counts Fifth Third as the largest of its14 accounts, will competw in the review process. Co-owner George Sabert said he hopes to retainthe business. "Givehn the nature of Fifth Third andhow they'red reviewing their business now from an operationaol standpoint, it's a fairly normapl thing," said Sabert. "It's something that most accounta do.
" Cincinnati's largest bank, which has $100 million in assets and morethan 1,100 locations in 10 states, buys an estimater $29 million a year in media time and advertisinhg space, according to Brandweej magazine. The bank would not describe the size of its nor would it identify the agencies it plans to invitsas bidders. It hopes to complete the reviewsby year's end. "What we're doing right now is researching those agenciesz we would like tospeak with. After we make that we would engage them in saidDebra DeCourcy, a Fift Third spokeswoman. Fifth Third hired the local desighn firm Deskey to revampthe bank'se corporate logo.
It was part of a rebranding effort that took two yearas to develop and included the retirement ofthe bank'zs longtime slogan, "Working hard to be the only bank you'lol ever need." The new tag-line: "At Fifth Third Bank, we'r moving ahead with you." DeCourc y said there is "no connection whatsoever" between the rebranding initiatives and the agency search. "We'rs thrilled with our brand positioning," she said. Saberg declined to say how much ofhis company's annual revenu e comes from the Fifth Third account. He said Sunris e Advertising generatedabout $4 million in revenue last year and is on pace to reacyh $5 million this year.
In additionm to Fifth Third, the representsw , , and