“You & Union” Campaign Launches

Union First Market Bank, Virginia’s largest community bank, recently launched a new 12 week TV, print, Internet, and outdoor advertising campaign on October 2, developed by ad agency Alder & Associates of Richmond Va.

The campaign’s goal is to heighten consumer awareness of the many bank delivery alternatives Union’s customers can enjoy, making it possible to “bank when, where, and how they want.”

The new campaign, preceded by a 10-week print and radio campaign promoting Union’s free checking accounts, was in response to recent media coverage of mega-bank high checking and debit card fees. The new, expanded campaign illustrates how consumers can enjoy text, mobile, online, and telephone banking at Union as well as more traditional bank services – and free checking too. A new micro-site ( offers several vignettes that provide actual examples and additional information.

“We want consumers to keep Union top-of-mind when seeking banking convenience either in the form of technology-driven banking or the person-to-person banking that has distinguished Union” says Bart Alder, Creative Director and President of Alder & Associates.



That Loving Feeling

US Banker  |  July 2010

Ah, love.
It's so not a feeling people associate with a bank, especially now.
But Union First Market Bank in Richmond, Va., is daring enough to invoke the 'L' word in its new branding campaign.




Ad agency, Alder & Associates adds SVP–Marketing Services.

Richmond, May 11, 2010—Gary Paul Paganne has joined Alder & Associates as Senior Vice President for Marketing Services. Alder & Associates is an award-winning, full-service marketing and advertising agency located on Main Street in Richmond’s financial district. The agency recently launched a new branding campaign for Union First Market Bankshares.
Paganne was previously with Genworth Financial’s Long Term Care Insurance Division as a Communications Leader. Prior to Genworth, he was a Group Brand Manager at Capital One. He holds a Masters of Business Administration from New York University and his experience includes product development and strategic marketing positions at New York City banks. In his new role, he will act as account executive for current agency clients as well focus on creative business solutions for consumer, financial, and professional services firms.

Agency owner and president Bart Alder is pleased to welcome Gary. “Gary has been growing businesses for over 20 years. He brings a wealth of knowledge in helping our agency grow and in helping our clients strategically, as they become more and more sophisticated in their outreach efforts."

Gary can be reached at or at 804-775-2184 x104.

About Alder & Associates
Alder & Associates is a full service marketing, advertising and public relations agency whose strengths include strategic, creative, and cost-efficient marketing solutions that can help grow your business.  Our clients and work includes financial services, insurance, legal, urban development, and other professional services and consumer product firms. Visit the agency online at


Marketing Moves (Published in Richmond BizSense)

By Aaron Kremer

A Richmond ad man bought the firm he worked at and wants to grow it by signing more community banks. And another marketing firm gets ready to move into a 6,000-square-foot office in formerly vacant building on Broad Street.

In May, Bart Alder bought Boisseau Partners, which he renamed Alder & Associates.

Alder was at Boisseau for a year and a half.

The firm has six employees in an office on E. Main Street downtown. Alder said he wants to hire a business development employee to pick up more business from community banks.

The company makes ads, including TV, print and billboard spots for Union First Market Bank, the bank formed when Union Bank bought First Market Bank. You can read a story on that campaign here.

“What I’ve been doing now is coordinating a lot of the creative freelancers out there who help us produce the ads. And I serve as creative director on the Union ads,” Alder said.

The firm also picked up the art program at William & Mary as a client and will be working with them to design a mailing for potential donors.

This is Alder’s first time as a business owner. He previously worked at local bank that was acquired by SunTrust and also at the law firm Hunton & Williams.

Peter Boisseau has started another firm, called Boisseau marketing workx.

Boisseau said he will continue as a consultant but wants to focus more on public affairs.


Ad agency Boisseau Partners is now Alder & Associates.

Richmond – April 13, 2010 – Boisseau Partners, a full-service marketing and advertising agency, is now doing business as Alder & Associates under the leadership of Bart Alder, who became the firm’s principal owner in 2009.                 

The agency will continue to focus on creative problem solving for financial, business and professional services firms. Most recently the firm has focused on the new brand launch for its client Union First Market Bankshares.

“Boisseau Partners founder Pete Boisseau and I have been working this past year to coordinate the ownership transition so that I could put my stamp on the agency,” said Alder, who is president and creative director.  Alder says Boisseau is not retiring but will operate a consulting business in the area of marketing communications with a concentration in public relations and public affairs. Boisseau will still be involved with Alder & Associates in a consulting capacity.

Alder previously held top creative director positions at Hunton & Williams LLP and SunTrust Bank. He served as senior communications manager for the top 50 global law firm and vice president and manager of advertising for Michigan National Bank, United Virginia Bank, Crestar Bank and SunTrust.

“Ten years marketing a firm of 1,000 attorneys and 12 serving as manager of an in-house agency-of-record for two top US banks gives me a unique perspective in leading a marketing communications agency,” Alder said.

“Our clients expect us to be smart and creative in their world. As they get more and more sophisticated in their outreach efforts, they’ve challenged us to deliver innovative strategies and creative opportunities in a unique way. It’s what we do. It’s our ‘sweet spot,’” he added.

The agency remains in The Ironfronts, a historic building in the financial district, at 1011 East Main St., Suite 310.


Alder & Associates is a full service marketing, advertising and public relations agency serving the needs of financial, business and professional services firms. Client work includes financial services, insurance, legal, urban development, funeral services, floor manufacturing, health and educational services. You can visit the agency website at Staff phone extensions remain the same and emails will redirect, but will begin to use the new website URL (