Boatmen's Bank 1996
Bank Advertising

Establish and maintain a likeable image for a bank to optimize environment for bank's ambitious growth plans.

Set a tonality in product-focused advertising while building recognition for Boatmen's brand personality in eight states.

Tactical Examples

Feature "Boatmen's Guy" spokesman played by actor Thom Sharp in broadcast advertising supported by more detailed product-oriented print advertising. High visibility media sponsorships and sports tie-ins. Campaign helped bank grow from $5 billion to over $40 billion in assets. NationsBank announced acquisition plans on August 30, 1996.

Key Learning
Advertising and marketing communications are an important part of a smooth merger/acquisition transition.