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Talk of the bay

Fifth Third adds to the number of bank acquisitions

By AMARA EL-KHOURY
Published January 24, 2005

For those who missed the fact that the state has had yet another bank acquisition, a new marketing campaign launched Jan. 17 will remind you: First National Bank of Florida is now Fifth Third Bank.

The statewide broadcast and print ad campaign from Cincinnati-based Fifth Third Bank has two basic themes. One is that the "best bank in Florida is even better" through more locations, ATMs and products. The other theme is a welcome to people in the market unfamiliar with the bank.

Fifth Third representatives won't disclose how much is being spent on the ad campaign, scheduled to run until Feb. 13. All First National Bank of Florida branches are scheduled to convert to Fifth Third branches by Feb. 14.

Six First National branches in Lee and Collier counties will be consolidated to nearby Fifth Third branches.

Before the acquisition, Fifth Third had 16 banking centers in the state and $1-billion in assets. After the merger, the number jumped to 91 banking centers and $6.3-billion in assets. The bank has plans to open 10 Florida branches this year.

The bank has 27 locations in Hillsborough and Pinellas counties.

In other Fifth Third marketing news, the bank has named Wayne Brady, actor and comedian most notable for starring in the comedy show Whose Line is it Anyway? as the company's celebrity spokesman for 2005.

[Last modified January 21, 2005, 20:03:04]