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With a recently completed free checking campaign assignment, direct marketing agency Alcott Routon has added San Antonio's Frost National Bank to the firm's roster of financial services clients.
"There's a number of companies in the direct marketing business that focus on what are known as freechecking promotions," says Jim Harenchar, director of sales at Cool Springs-based Alcott Routon. "It's a very hot topic in the banking world. It's become a competitive differentiator."
According to a survey conducted earlier this year by the American Bankers Association and the ABA Banking Journal, 43 percent of 760 community banks that responded reported seeing an increase in local competitors offering...