Frost launches new brand campaign.

• Position: Marketing News

Frost, the San Antonio, Texas-based financial service company noted for its distinctive brand advertising, has launched a new branding campaign. The primary purpose of the campaign is to increase awareness of Frost's range of services, including banking, investments and insurance.

Frost's Texas roots and its history of performance and sound decision-making are highlighted, but so is the fact that real people answer the phone when customers call.

"We work hard to exceed our customers' expectations, and we needed a campaign that communicates the many different ways we can do that," says Pam Thomas, Frost's executive vice president of marketing.

One ad touts that six generations of Texas business owners have relied on Frost, while adding the benefit of having a banker who is in "... your same time zone" and understands issues unique to Texans.

Another points out that "Texas is the 10th Largest Economy in the World. We're Its Bank," not only playing on Texans' pride in their state, but also pointing out Frost's understanding of significant and complex financial issues.

The campaign is targeted at individuals and business owners with a range of financial services needs. Newspaper ads ran in major Texas dailies including...