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, Included in each issue are some of the winners of the most recent ABA financial Marketing Awards hosted each year by the ABA Marketing Network. The names of all financial institutions or advertising and communications agencies are included where appropriate.

ABA FINANCIAL MARKETING AWARDS

Annual Reports; Asset Size: $1 Billion to $5 Billion

Grow Iowa

Institution: Bank Iowa Corp., West Des Moines, Iowa

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When the bank developed its annual report, its goal was to create a visually compelling piece that detailed the institution's financial strength and ability to grow in one of the most challenging years for the financial services industry.

The theme "Grow Iowa" was tied into a recent advertising campaign, "Live Iowa. Work Iowa. Bank Iowa."

The photography tried to capture the essence of the communities served by the bank. It also gives a flavor for the state.

This year, in addition to the traditional client testimonials, the report featured some of the bank employees as well as their customer service values.

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ABA FINANCIAL MARKETING AWARDS

Annual Reports; Asset Size: Over $5 Billion

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Uncommon and Uncompromising

Institution: UMB Bank N.A., Kansas City, Mo.

Agency: Genesis

The bank's challenge with its annual report was how to convey the right balance between the tumult in the economy and the fact that the company posted record results. The bank purposely selected a clean, simple cover with two compelling words--uncommon and uncompromising--to convey an image of stability, simplicity and humility.

The bank took the opportunity, because of its record year, to highlight its performance against the industry's in a bold inside front-cover spread. On the inside, the bank used elegant black and white photography, instead of color shots--and depicting its leadership team "at work" instead of in a formal portrait--to convey confidence.

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ABA FINANCIAL MARKETING AWARDS

Annual Reports; Asset Size: Over $5 Billion

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A Different Story, All Together

Institution: Key Foundation (Key Bank, Cleveland)

Agency: Adcom Communications

"A Different Story. All Together" was intended to convey the foundation's commitment to philanthropy and diversity, and its focus on promoting economic self-sufficiency in the...