First Tennessee, a leading regional bank serving customers in the mid-South, has awarded its media planning and buying to HY Connect. The media planning and buying assignment includes all traditional media types along with a variety of digital media platforms. HY Connect, an independent agency, has been leading the marketing and communications for the brand since 2012.
“We are pleased to be extending our scope with HY Connect,” said First Tennessee Chief Marketing Officer Aaron Chestnut. “They are a great partner and we are proud of the work we’ve done together.”
In 2013, HY Connect launched a new positioning and campaign for First Tennessee called Take Good Care of Your Money. The positioning addresses the changing consumer mindset when it comes to financial institutions. In addition to continued communication work, HY Connect is also planning special initiatives around the bank’s 150th anniversary which will run throughout the year.
“The integration of media with our other agency services is very valuable and will provide our client with more streamlined, efficient campaigns and service.” said HY Connect Associate Media Director Kyle Krueger.