Jockeying for the attention of prospects.

• Position: Customer Acquisition - Worthington National Bank - J.O. Design LLC - Brief article

Institution: Worthington National Bank, Fort Worth, Texas

Asset size: $178 million

Agency: J.O. Design LLC

Tapping into one of the biggest shows in town, Worthington National Bank strategically referenced the infamous Fort Worth Stock Show & Rodeo in their 2011 advertising in the event's printed program. With this nontraditional advertising strategy, Worthington created a "humorous" feel to effectively target the wealthy decision makers in Fort Worth who attend and participate in this legendary event. These advertisements picked at the "Big Banks," and the misguided slow moving relationships that result from them. Focusing more on relationship building and personal interaction is one of the key missions at Worthington and this light-hearted ad reflects their vision. The...