By Greg Hazley
TD Bank has deposited its commercial banking PR account at BackBay Communications after a competitive search.
Jennifer Morneau, PR manager for the top 10 U.S. bank, told O’Dwyer’s that TD did not previously have an agency for its commercial banking brand. She said Boston-based BackBay was tapped after a "broad competitive search," noting the firm’s financial experience among factors for the B2B PR assignment to "elevate the profile" of the growing sector of its business.
TD, based in Cherry Hill, N.J., and Portland, Me., formed largely through the $8.5B merger of TD Bank Financial Group and Commerce Bancorp. in 2007, has more than 1,250 branches and 6.5M customers on the East Coast. Its commercial services, seen as key to the company’s growth, focus on businesses with more than $5M in revenue and include mortgages, M&A and capital markets consulting, loans and credit, and credit card services, among other offerings.
BackBay, which works with Grant Thornton and Ridgemont Equity Partners, among other clients, is led by president Bill Haynes. It opened a London office this month.
TD is a subsidiary of Toronto-Dominion Bank of Toronto.
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