Columbus Bank & Trust TV Series.

• Position: TV Series - Brief Article

Institution: Columbus Bank & Trust (CB&T), Columbus, Ga.

Assets: $5 billion; 18 locations

Agency: The Zimmerman Agency, Tallahassee, Fla.

The bank wanted a TV campaign that would showcase its positioning line, "What's Important to You." It also wanted to reinforce the idea that the institution was part of the community by showing that its employees, including president Steve Melton, regularly go above and beyond the call of duty to service not only their customers but also the community itself.

The agency used real stories and, when possible, pictured actual bank personnel. The campaign ran through 2004 and the first quarter of 2005.

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