Ally Financial awarded Grey New York its advertising services contract after a search that began in early February and included incumbent agency Bartle Bogle Hegarty (BBH), said Beth Coggins, PR manager at Ally Financial, on April 5.
Direct marketing will be a part of the agency’s responsibilities, she said. Grey Group brand activation agency G2 will also work on the account, according to media reports.
Coggins said she could not provide specifics on the role direct marketing will play in Ally’s advertising mix because the contract with Grey is still subject to negotiations. She also declined to elaborate on why Ally decided to part ways with BBH.
The New York Times reported that the contract will feature a budget of roughly $200 million for 2011. Coggins declined to comment on Ally’s advertising spend.
