Bank of America Tries Humble Approach in New Campaign
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It’s been a year since Bank of America CMO Anne Finucane spearheaded a shakeup in the company’s agency relationships and now the bank is unveiling the result: a new, more humble brand positioning.
Although WPP was named the bank’s agency of record last May, the creative for the campaign — which breaks via a series of TV ads this weekend during the NCAA Championship — was done by Interpublic Group of Cos.’ Hill Holliday. Going forward Boston-based Hill Holliday is serving as lead creative agency, while WPP shops will execute the work in global markets and handle CRM and direct mail among other things. Publicis Groupe’s Starcom has remained the media agency of record.
Meredith Verdone, Bank of America’s head of brand marketing, said in an interview that the new approach represents the bank trying to display some “humility” for a change.
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