Strength and safety.

• Position: Ledyard National Bank - Brief article

Customer Acquisition and Retention; Asset Size: Under $500 Million

Institution: Ledyard National, Hanover, N.H.

Agency: Collage Advertising/Design

Given the worrisome economic climate in 2009, the negative press surrounding financial institutions and the realization that many customers were increasingly unhappy with their current banks (or worried about their bank's health), Ledyard National noted a window of opportunity to promote its record of strength and safety.

The intent was to make customers as well as prospects aware of Ledyard's health and stability by developing fresh image advertising that relied on a simple message, without graphics or photos to distract from the theme. Further, the bank highlighted the positive aspects of being small...