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

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.

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