Southfield’s Doner Partners with TCF Bank, Consumers Energy

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David DeMuth
David DeMuth // Photo courtesy of Doner

Southfield’s Doner will serve as the advertising agency of record for Jackson’s Consumers Energy and Detroit’s TCF Bank.

Doner will develop strategic vision, thought leadership, and creative content across all media platforms for Consumers Energy.

“There’s never been a more important time than now to show the people of Michigan how Consumers Energy will help everyone in our great state live a better and greener life. In selecting Doner as our agency of record, we have found a key collaborator to help us in this effort,” says Roger Curtis, vice president of public affairs at Consumers Energy.

Consumers Energy provides natural gas and electricity to about two-thirds of Michigan’s residents. The company was founded in 1886 and serves all 68 counties in the Lower Peninsula of Michigan.

“We are acutely aware of how important renewable, reliable, and affordable energy is to the people of Michigan. Our state designs and builds the things that make the rest of the country go – and Consumers Energy powers those efforts – literally,” says David DeMuth, CEO of Doner. “We are will versed in regulated industries and green initiatives, and we look forward to putting that knowledge to work for Consumers Energy.”

Media planning and buying for Consumers Energy will be led by Assembly, a media company with offices in Detroit and Doner’s sister agency.

Doner was also chosen to create and launch a new brand platform for TCF Bank. The agency will provide a full range of services including thought leadership, strategy, creative, and production capabilities.

“In Doner, we have found the ideal partner to help bring our vision of the new TCF to life, giving meaning to the brand and an actionable platform for the business,” says Tom Wennerberg, chief marketing and communications officer at TCF Bank. “We are a champion for our customers and the communities we serve. As we strengthen our relationships in Detroit and beyond, we are excited about working with Doner, a storied, Detroit-based agency that understands modern marketing.”

The rebranding campaign follows the merger of equals of TCF Financial Corp. and Chemical Financial Corp., which was completed in August 2019. The corporations will begin operating as TCF Bank on Aug. 10 of this year.

“One of the things that excites us most at Doner is getting to work with a company that shares our business aspirations as well as our commitment to community,” says DeMuth. “Now, more than ever, it’s important work with clients that believe in and support individuals, local businesses, and shares our passion for lifting up communities. We’ve found that ideal client partner in TCF Bank.”

TCF Bank is building a new headquarters in Detroit, which will open in 2022. During the COVID-19 pandemic, the bank has provided Payment Protection Program (PPP) loans, loan modifications, supplemental pay for employees, and grants to community food banks.

Consumers Energy and TCF Bank join the list of Doner’s clients, which includes McDonald’s, Johnson & Johnson, Fiat Chrysler Automobiles, Amazon, Netflix, JBL, Hackensack Meridian Health, and the UPS store.

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