Reader's guide.

• Position: IDEA BANK - First American Bank and Trust's marketing contract with Financial Marketing Solutions - Arvest Bank marketing contract with Sells/Clark Agency

The "Idea Bank" showcases outstanding examples of advertising and other marketing campaigns from financial institutions of all sizes and locations. The names of advertising and communications agencies are included where appropriate.

Branding

We've Been Here for 85 Years

Institution: First American Bank and Trust Co., Athens, Ga.

Asset size: $547 million

Agency: Financial Marketing Solutions, Franklin, Tenn.

The bank wanted to clarify its brand in a way that resonated with the customers and reflected the authentic character traits of the employees and of the bank itself.

The result was a branding system that is clean and modern while retaining the bank's conservative and responsible personality.

Among other channels, the new brand was introduced through a locally shot TV video, and a streamlined Web and mobile presence.

This branding campaign is running across the bank's four-state area of Arkansas, Oklahoma, Missouri and Kansas.

The campaign features customers talldng candidly about the bank, why they do business with Arvest and what makes the bank different.

To create the campaign, the agency made unscripted interviews with 137 Arvest customers in five different branch locations. More than 40 hours of taped interviews were conducted in Oklahoma City, Tulsa and Poteau, Oklahoma, and Bentonville and Little Rock, Ark.

Showcase Your Outstanding Work!

Have you produced outstanding marketing campaigns that deserve recognition? One way to achieve that acknowledgement is to submit your work for publication in the "Idea Bank" department of ABA Bank...