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Here are the financial services ads that received top honors in the ABA-MN Advertising Awards 2001 competition.

The ABA Marketing Network has announced the winners in the 29th annual Advertising Awards competition. Forty-four awards were presented to financial institutions or advertising agencies. The awards were for outstanding ads, websites or public relations campaigns produced during the year 2000.

The competition categories for advertisements included TV, radio, print, outdoor and direct mail. Two types of awards were presented. The Best of the Best award went to the winner in a category. The Certificate of Excellence went to other outstanding entries.

Following is a list of the Best of the Best winners, with sample illustrations of their cited ads. Also included is a list of the Certificate of Excellence winners.

Clik! Launch Campaign

Institution: Savings Bank of Utica, Utica, N.Y.

Asset Size: $250 million to $1 billion

Description: A campaign to promote the savings bank's new online banking service called "Clik!" including print advertising and direct mail. Print ads featured simple photographs of various consumers on a white background with short headlines highlighting the service's core benefit, such as "I Clik! at night." And "I Clik! alone." Direct mail consisted of a demonstration CD packaged with instructions.

Tell Bill

Institution: Nevada State Bank, Las Vegas

Asset Size: $1 billion to $5 billion

Agency: The Rose/Glenn Group, Reno, Nev.

Description: Campaign was built around the theme of giving customers a chance to make comments and suggestions to the bank president and CEO, Bill Martin. Campaign consisted of counter cards (with detachable "Dear Bill" comment cards), print and TV ads.

Name Change

Institution: Wells Fargo & Co., San Francisco

Asset Size: Over $5 billion

Description: Campaign included radio, TV, billboards and print ads. The ads reinforce the positive aspects of the recent merger of Norwest Corp. and Wells Fargo & Co. The ads build on the image of the stage coach, which is closely associated with Wells Fargo, using such slogans as, "Norwest and Wells Fargo have teamed up," and, "Same great people. Brand new horses."

Print Advertising, Single Ad

Golf

Institution: First National Bank of Ipswich, Ipswich, Mass.

Asset Size: Under $250 million

Description: This ad for private banking builds on the idea of the bank serving as a "financial caddy."

Print Advertising, Series

Then and Now

Institution: Litchfield Bancorp...