WCG Chosen As Union's Agency of Record
West Cary Group is now agency of record for Union First Market Bank — now the largest community bank in Virginia following the financial institution’s January 2014 acquisition of StellarOne Bank. Our firm will lead a full spectrum of communications needs ranging from digital and brand advertising to broadcast marketing.
“This is a pivotal time in Union’s history,” says Moses Foster, president and CEO of West Cary Group. “They have an outstanding brand and an exceptional connection with their customers. Our agency is looking forward to contributing to their evolution and cultivating one of the most respected and admired financial services brands in Virginia, if not the country.”
In order to win the account, West Cary Group submitted a by-invitation-only request for proposal. When we made it to the pitch round, we had to prove that not only could we handle the massive amount of work required for a growing financial institution, but we also had the creative chops to handle Union’s marketing infrastructure and strategic needs.
“West Cary Group’s partnership with Union is a marketer’s dream,” says Rachal Hansen, account director. “We conducted brand awareness studies in areas where Union previously didn’t have a footprint, plus performed creative research to determine primary differentiators. We’re harnessing our performance marketing expertise to ensure we target the right customers at the right time in order to provide them with the services they want and need.”
“We chose West Cary Group because they understand us,” says Olen Thomas, chief marketing officer and senior vice president of Union. “They’ve proven that they have the brand advertising expertise and performance marketing savvy to enhance our brand. And they understand that even though we’re growing, we’re still here to help enrich our community. We’re looking forward to what this partnership will bring.”