Reader's guide.
| Position | IDEA BANK |
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
A Puzzling Campaign
Institution: SpencerBANK, Spencer, Mass.
Asset size: $460 million
Agency: Davis Advertising, Worcester, Mass.
Life is full of puzzles. That was the theme of this campaign designed to modernize the brand without diluting the bank's established identity and reputation.
The campaign included print, online, out-of-home, radio and TV advertising, each drawing on the puzzle theme. Print and online ads used puzzle imagery, such as crossword puzzles and Rubik's cubes and featured the bank's products, services and rates plus photos of individuals, families and businesspeople.
The agency's...
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