PARADIGM Lands Bank Client

Atlanta-based PARADIGM Interactive said that First Tennessee Bank signed on for research, planning, and placement of Internet advertising for 1998.

The agency will use banner advertising, content sponsorship, and other programs to drive traffic to First Tennessee Bank’s new full-service banking Web site. The site will go live this quarter. Billings were not disclosed.

PARADIGM Interactive is a direct response marketing agency that uses direct response marketing techniques as part of its online strategies.

PARADIGM said the First Tennessee Web site will allow users to open accounts, get balances, download transactions, pay bills, view a consolidated account summary, and plan for their financial future using the Financial Advisor.

PARADIGM will be working in conjunction with Thompson and Company, First Tennessee Bank’s long-standing traditional agency.

“We chose PARADIGM Interactive because they are experts in both Internet marketing and financial product marketing,” said Susan Terry, Memphis-based First Tennessee’s senior vice president. “We are confident that they can help us successfully promote our online banking initiative.”

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