Good branding involves more than persuasive story telling. Maximum effectiveness requires “story building". This campaign, for instance, followed an initial effort to create awareness around a new name (beginning with TV at bottom of page). Then, drawing upon the equity of a beloved community bank, the bank promoted top-tier product and access capabilities. Further building out this story is the bank’s promotional landing page


These spots were produced to introduce a new bank name brought about by a merger between Union Bank & Trust and First Market Bank. The tag: "Is it so wrong to love a bank?" is both topical and indicative of the community bank's customer appeal in recent surveys.


We employ a theater-of-the-mind approach to product promotion:



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Cross Examined