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Keybank Renews Long-Standing Relationship with Marketing Services Leader Epsilon


Purple@Epsilon Continues as Agency-of-Record; Over 15 Years of Marketing Support for KeyBank

DALLAS, TX - Alliance Data Systems Corporation (NYSE: ADS), a leading provider of loyalty and marketing solutions derived from transaction-rich data, today announced that its Epsilon subsidiary has signed an extension agreement with Cleveland-based KeyCorp (NYSE: KEY) to continue providing direct marketing services to KeyCorp’s KeyBank, through Epsilon’s agency, Purple@Epsilon.

An Epsilon client for over 15 years, KeyCorp is one of the nation’s largest bank-based financial services companies, providing investment management, retail and commercial banking, consumer finance, and investment banking products and services to individuals and companies.

Under the terms of the extension agreement, Purple@Epsilon will remain KeyBank’s direct marketing agency-of-record, providing services that include integrated direct marketing strategy, direct mail production and analytic support. Epsilon’s team will focus on approximately 14 KeyBank lines of business, including consumer, small business, large corporate, wealth management, and more. The goals of the direct marketing efforts are to retain and cross-sell existing KeyBank customers, as well as acquire new KeyBank customers.

In addition to assisting KeyBank with strategic planning and development of its direct marketing programs, Epsilon will design the direct mailers that promote KeyBank’s products and services, which range from checking accounts and lines of credit to treasury management products and investment services. Beyond creative design, Epsilon will print and personalize the mail kits. Epsilon will also provide data and analytic services, such as data modeling, prospect list procurement and data file cleansing to help KeyBank target the right audience, maximize postal discounts, reduce the amount of undeliverable direct mail, and optimize overall marketing spend on campaigns.

“The expertise and strategic guidance we receive from Epsilon are tremendous. The team is truly an extension of our marketing team, and their flawless execution enables KeyBank to achieve our marketing goals year after year,” said Karen Haefling, chief marketing officer at KeyBank. “We are pleased to see our relationship with Epsilon evolve as both of our organizations also grow and thrive.”

According to Bryan Kennedy, president of Epsilon, “The tenure of our relationship with KeyBank is a testament to the work we do and our commitment to provide fresh thinking for each and every campaign we send on our client’s behalf. KeyBank is committed to delivering an exceptional customer experience and Epsilon helps reinforce and enhance that commitment through multiple customer touchpoints. For 40 years Epsilon has achieved marketing results for clients in virtually every industry by executing highly targeted, data-driven campaigns that appeal to consumers, and drive sales and growth.”


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