Union Bank, N.A., today launches their first-ever brand campaign with the theme line, Doing Right, it’s just good business, echoing their core beliefs and values as a leading financial institution. For almost 150 years, Union Bank has made relationships with their customers the priority through responsible lending, conservative capital management, financial stability, and especially, by keeping its focus on building long-term customer relationships. Their focus on always doing right for their customers has uniquely positioned Union Bank as a trusted, loyal financial partner.
The brand campaign intends to start a conversation about the simple truth that doing right is good business. The advertising is created by San Francisco-based independent agency Eleven Inc., and debuts January 28.
Art Smith, EVP, Chief Marketing Officer of Union Bank notes, “We feel that it's an important time, perhaps now more than ever, for a strong stable financial institution with a deep commitment to responsible banking to sponsor this discussion.”
The campaign is comprised of an anthem TV commercial; a second commercial featuring Poet and Humanitarian, Maya Angelou; national and local print; radio; digital and a new website: http://www.unionbank.com/doingright. A third TV commercial with Actor and Community Leader, Edward James Olmos -- who, in a happy coincidence, has been a 30-year bank customer -- will debut in early spring. Both Maya Angelou and Edward James Olmos share personal reflections, and speak about the larger idea of doing right, not specifically about Union Bank. The TV markets are: Los Angeles, San Diego, San Francisco and Seattle.
Mike McKay, Chief Creative Officer, Eleven, stated, "The simple notion that 'we should treat each other right' resonates with all of us. It's a core need we have as human beings, and a powerful way to position a bank in today's financial climate.
Print headlines, and print copy, tell the deeper back-story about Union Bank’s time honored priorities and business practices. Sample headlines include: