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Regions Bank taps Harmelin to handle traditional media (Score 9)

media strategy, planning and buying. The is Harmelin's second stint with Regions, as it previously held the account from 2012 to 2017. I believe this replaces incumbent shop m/SIX. 

According to Pathmatics, Regions earned 78.9m impressions YTD through Facebook ads (59%), desktop video ads (18%), desktop display ads (11%), Twitter ads (10%) and mobile display ads (2%). It placed the majority (87%) of these ads site direct onto sites such as facebook.com, youtube.com, twitter.com, instagram.com and thegrio.com. It placed the remainder (13%) indirectly through Display & Video 360 and Undertone onto sites such as yahoo.com, apnews.com, quizlet.com, fandom.com and chegg.com. It spent approximately $527.4k on digital display ads YTD, just 35% of the $1.5m spent in this channel during the same time period of 2021. Full-year spend fell by 38% from $5m in 2020 to $3.1m in 2021.  

Per iSpot, Regions spent $325.3k on national TV ads YTD, a 23% increase from $264.3k spent in this channel during the same time period of 2021. Full-year spend equaled $1.2m in 2020 and $1.4m in 2021. This year, it placed ads during programming such as "College Basketball," "Women's College Basketball," "SEC Now," "College Softball" and "The Paul Finebaum Show.has a " 

Sellers-- Regions a broad target audience that it reaches through digital display, national TV and other traditional media channels. I believe it is primarily attempting to reach Gen-X and millennial men. It has been decreasing digital spend, while increasing TV spend. This indicates Region's receives a better ROI from TV ads. It also invests in OOH, print, radio and local broadcast TV ads, per Kantar. You can use Region's location finder here, to see where you may be able to offer local ad space. 

Agency & martech readers-- To the best of my knowledge, the only other agency Regions works with is creative/digital Luckie & Company. Agency reviews commonly follow one another, so get in touch with the bank's DMs to pitch your services. Those of you with banking experience, or that are located in the Southeast may have an advantage.