Bank Picks Gravity Six

May 2, 2008
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GRAND RAPIDS — Gravity Six, a local alliance of advertising and marketing firms, has landed its second client.

Chemical Bank of Midland, with assets of more than $3 billion and 129 offices in the Lower Peninsula, has hired Gravity Six as the lead agency for a new marketing strategy and advertising campaign for its retail and commercial banking services.

The new client comes on the heels of 15 District ADDY Awards for Gravity Six partners.

The Chemical Bank campaign will launch this summer with outdoor, print and broadcast advertising and Web and branch marketing.

“Gravity Six provided us with a clear vision on how they would help us further execute on our marketing strategy,” said John Hatfield, marketing director for Chemical Bank. “Their multi-agency approach was very thorough, and we’re excited to move forward with this relationship.”

“The alliance is uniquely positioned to lead this work,” added Rob Jackson, principal at Extra Credit Project, a Gravity Six partner. “As West Michigan firms, we all understand the particular challenges that Michigan companies face in today’s marketplace.”

Gravity Six already works with Herman Miller.

Gravity Six CEO Bob Blanchard, of Hanon McKendry, said four other firms pitched Chemical Bank. He said more regional and national pitches are being planned, including one from a Detroit area firm.

“There’s some local opportunities for us here, too,” Blanchard added.

The ADDY awards came from a competition among 18 Ad Clubs in Michigan, Illinois and Indiana in the American Advertising Federation’s District Six. The entries now move on to the national level.

“When you consider that the district award competition includes all the winning entries from Chicago- and Detroit-based firms, and we came out second only to Leo Burnett, that’s pretty impressive,” Blanchard said. “These results will bolster our efforts to attract and keep corporations in the West Michigan market that need breakthrough advertising and branding.

“It really does validate a couple things for us,” Blanchard added. “One is the vision of all six firms coming together as an alliance for national and regional work. It also strongly validates what great talent we have in the West Michigan area.”

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