Organic to Handle Bank of America Interactive

• Tweet
• Buffer

Omnicom's Organic will take on interactive duties for Bank of America, after the financial services player awarded its advertising account to the holding company. Eight Omnicom agencies will divvy up the work, which is reportedly valued at around $600 million.

The Interpublic Group had defended as incumbent.

Omnicom EVP Susan Smith Ellis credited Organic for thinking holistically as the holding company prepared and delivered its integrated pitch.

"Organic did a tremendous job, they added real value in adding smart strategy overall, not just online," Ellis told ClickZ News. She added that Organic provided more than an "I'm good at my silo" approach to the pitch.

The agencies that participated in the pitch included Live Technology, Organic, BBDO Worldwide, Javelin, OMD Worldwide, Cultura, Radiate Group, and TPN.

Ellis said Omnicom expects to begin work on major campaigns in October, though it is possible a project may come to one of the agencies more quickly. She said BofA still has projects pending with incumbent Interpublic.