Crestar Bank Signs With PARADIGM Interactive

Atlanta-based PARADIGM Interactive has been retained by Crestar Bank to develop and implement its Internet advertising campaign for 1998.

PARADIGM said it will begin by conducting extensive tests on different creative advertisements and Web site placements in order to determine the most effective way to drive customers to the Crestar Web site. Billings were not disclosed.

PARADIGM Interactive incorporates direct response marketing techniques into its clients’ online strategies to maximize click-through rates and results.

At the Crestar Web site, customers can use or enroll in a number of traditional and online banking programs.

“We chose PARADIGM Interactive because they have extensive experience in both Internet advertising and financial product marketing,” said Hilary Blackburn, Crestar’s electronic commerce sales manager.

PARADIGM Interactive is a division of PARADIGM Direct Marketing Inc., a full- service direct response and database marketing firm.

Crestar Financial Corp. is the $24.9 billion holding company for Crestar Bank, which serves Virginia, Maryland and Washington, D.C. and selected markets nationally.