Sales promotion.

• Position: Idea Bank - Brief Article

BEST OF THE BEST AWARD

ABAMN 2004 AD Awards Contest

Northern Funds Three R's of Investing

Institution: Northern Trust Corp, Chicago

Assets: $23 billion

Agency: s2 marketing + communications, Chicago

This campaign had the following objectives: (1) Provide a relationship management tool for registered bank reps to re-engage clients in a conversation about their investments. (2) Enable bank reps to help clients rethink how they look at the market. (3) Help clients to refocus on their long-terms goals. (4) Help clients to work with their bank rep to refresh their portfolios.

The bank instructed the agency to develop a campaign that did not "push or lead with product," but rather was value-added and positioned bank reps as trusted advisers. The campaign needed to be straightforward and...