Wells Fargo splits with longtime ad agency

Wells Fargo has parted ways with the advertising agency that came up with the lender's current "Together We'll Go Far" slogan.

After 18 years as the San Francisco lender's ad agency of record, DDB has been replaced by BBDO. Both agencies are based in New York.

For BBDO, the deal comes after being dropped in 2012 by Bank of America, which made WPP its global agency of record. BBDO created Bank of America's "Bank of Opportunity" campaign.

BBDO has worked for major brands, including General Electric Co., Visa and Mooresville-based Lowe's.

"Wells Fargo is already one of the pre-eminent banking brands in the world, and we’re excited to bring our brand-building expertise in financial services to help them become not just the greatest banking brand, but one of the world’s greatest brands … period," Jim Lesser president and CEO of BBDO's San Francisco operation.

DDB could not be reached for comment. The company also is responsible for Wells Fargo TV ads rolled out last year that featured the Wright brothers and Rosa Parks.

Wells Fargo announced the shakeup this week. The lender also said firm MRM will continue to lead its digital advertising efforts. OMD and UM will continue to serve as media planners, advising Wells Fargo on when and where to advertise.

As for the "Together We'll Go Far" slogan, it remains to be seen how much farther it will go before being replaced.