Print series.

• Position: Idea Bank - Carney & Co. gets award for advertising of Southern Bank - Brief Article

AWARD ABAMN 2004 AD Awards Contest

Southern Bank Print Branding Campaign

Institution: Southern Bank, Mount Olive, N.C.

Assets: $1 billion; 53 locations

Agency: Carney & Co., Rocky Mount, N.C.

A brand audit and benefits test revealed that customers and prospects wanted their bank to be flexible, to make their lives easier and to be personable. This print series was created to associate these characteristics with the bank. The campaign was also intended to showcase the bank brand in newer markets, where the institution was an unknown commodity.

John Heeden of the bank recommends that financial...