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• Position: Idea Bank - Brief Article

Reader's Guide:

Our "Idea Bank" showcases recent examples of advertising and other marketing products from financial institutions of all sizes and locations in the United States. Browse through this section to spark your creativity for your marketing efforts. Included in each issue are some of the winners of the most recent Advertising Awards Competition sponsored by the ABA Marketing Network. The names of advertising or communications agencies are included where appropriate.

BEST OF THE BEST AWARD ABAMN 2003 AD Awards Contest

Amanda Funds Investing Brochure

Institution: National City Bank, Cleveland

Assets: $100 billion; 1,000 locations

Agency: Blattner Brunner Inc., Pittsburgh

Since investing is a personal experience and people want to be treated as individuals, the bank decided to pattern its investing brochure along the lines of a personal journal.

The idea was not only to create a memorable piece, but also to position the Amanda Fund as among the well-known fund families, and also to create a comprehensive sales tool that could be used by both internal and external channels.

One...