Fifth Third Bancorp Reveals New Brand Platform: This is Banking a Fifth Third Better
CINCINNATI, May 3, 2017 –This is Banking a Fifth Third better. That’s the idea behind the new advertising campaign from Fifth Third Bancorp (NASDAQ: FITB) launching this week.
“Throughout the campaign, we will share solutions and real stories that are meaningful to customers and, when added together, they will show that we are helping to build a better kind of bank,” said Matt Jauchius, chief marketing officer for Fifth Third Bancorp. “We are showcasing compelling messages that link to Fifth Third’s vision to be the One Bank people most value and trust.”
The campaign plays on the improper fraction that is the Bank’s name. As a fraction, 5/3 translates to more than 100 percent – 166.7 percent, to be exact – and going the extra mile to help customers reach their financial goals.
“The platform really resonated with groups both inside and outside the Bank as ownable, unique and relevant,” said Dennis Giglio, senior vice president of brand and advertising at Fifth Third. “Our advertising will feature proof points that demonstrate investments made to make banking 166.7 percent simpler, safer, more convenient and more valuable for our customers.”
The San Francisco-based agency Pereira & O’Dellcreated the campaign after research that included conversations with Bank executives, employees, customers and other stakeholders.
“We started with a powerful idea that was staring at us directly in the face” said Pereira & O’Dell’s Co-Executive Creative Director, Robert Lambrechts. "Fifth Third is a unique name, but more importantly the bank has a legitimate reputation for working hard to go the extra mile for their clients. Subconsciously, I believe they always held themselves to the 166.7% standard; we simply helped them articulate it in an exciting, memorable way for consumers."
The advertising campaign will launch with a series of high-impact TV commercials and digital ads, radio, social, experiential marketing activations, out-of-home and more across the Bank’s 10-state footprint beginning Wednesday, 5/3.
The media campaign was led by media agency, Empower MediaMarketing, “We embodied the new brand platform in all of our media efforts to inspire experiences that make people’s lives a Fifth Third better,” said Empower MediaMarketing CEO Jim Price. The new television spots can be found by visiting these links:
“Banking a Fifth Third Better” (:30) - https://youtu.be/FGzy6DVaTEc
“Everything a Fifth Third Better” (:60) https://youtu.be/BE6EaVcf0gc
CINCINNATI, May 3, 2017 –This is Banking a Fifth Third better. That’s the idea behind the new advertising campaign from Fifth Third Bancorp (NASDAQ: FITB) launching this week.
“Throughout the campaign, we will share solutions and real stories that are meaningful to customers and, when added together, they will show that we are helping to build a better kind of bank,” said Matt Jauchius, chief marketing officer for Fifth Third Bancorp. “We are showcasing compelling messages that link to Fifth Third’s vision to be the One Bank people most value and trust.”
The campaign plays on the improper fraction that is the Bank’s name. As a fraction, 5/3 translates to more than 100 percent – 166.7 percent, to be exact – and going the extra mile to help customers reach their financial goals.
“The platform really resonated with groups both inside and outside the Bank as ownable, unique and relevant,” said Dennis Giglio, senior vice president of brand and advertising at Fifth Third. “Our advertising will feature proof points that demonstrate investments made to make banking 166.7 percent simpler, safer, more convenient and more valuable for our customers.”
The San Francisco-based agency Pereira & O’Dellcreated the campaign after research that included conversations with Bank executives, employees, customers and other stakeholders.
“We started with a powerful idea that was staring at us directly in the face” said Pereira & O’Dell’s Co-Executive Creative Director, Robert Lambrechts. "Fifth Third is a unique name, but more importantly the bank has a legitimate reputation for working hard to go the extra mile for their clients. Subconsciously, I believe they always held themselves to the 166.7% standard; we simply helped them articulate it in an exciting, memorable way for consumers."
The advertising campaign will launch with a series of high-impact TV commercials and digital ads, radio, social, experiential marketing activations, out-of-home and more across the Bank’s 10-state footprint beginning Wednesday, 5/3.
The media campaign was led by media agency, Empower MediaMarketing, “We embodied the new brand platform in all of our media efforts to inspire experiences that make people’s lives a Fifth Third better,” said Empower MediaMarketing CEO Jim Price. The new television spots can be found by visiting these links:
“Banking a Fifth Third Better” (:30) - https://youtu.be/FGzy6DVaTEc
“Everything a Fifth Third Better” (:60) https://youtu.be/BE6EaVcf0gc
CREDITS
AGENCY: PEREIRA & O’DELL
CCO: PJ Pereira
Executive Creative Director: Robert Lambrechts
Executive Creative Director: Jason Apaliski
Creative Director: Michael Gurman
Associate Creative Director: Katie Brinkworth
Associate Design Director: Moses Kelany
Creative Director: Aaron Dietz
Creative Director: Mandy Dietz
VP of Production: Jeff Ferro
Senior Producer: Victoria Whitlow
Senior Producer: Angela Zappella
Associate Director of Project Management: Lindsey Anderson
Project Manager: Alysa Fukunaga
Director of Business Affairs: Russ Nadler
Business Affairs Coordinator: Christina Hadley
Chief Executive Officer: Andrew O’Dell
Managing Director: Henry Arlander
Director of Client Services: Ryan Toland
Group Account Director: Natalie Nymark
Account Supervisor: Alex Wilbanks
Account Executive: Anna Raynor
Account Executive: Morgan Theis
Chief Strategy Officer: Matt Herrmann
Senior Brand Strategist: Beth Windheuser
Director of Communications Strategy: Ashley Wells
Communications Strategist: Breanne Brock
Director of Agency Communications: Molly Parsley
Production Company: Caviar
Managing Partner/Executive Producer: Michael Sagol
Executive Producer: Kim Dellara
Line Producer: Richard Weager
Director: Los Perez
Editing Company: Rock Paper Scissors
Managing Director: Linda Carlson
Executive Producer: Rana Martin
Producer: Dani DuHadway
Editor (Anthem 60 & 30): Christjan Jordan
Assistant Editor (Anthem 60 & 30): Pieter Viljoen
Editor (Security 30/15 & ATM 30/15): Adam Pertosfsky
Assistant Editor (Security 30/15 & ATM 30/15): Marjorie Sacks
Finish/VFX: Ntropic
Executive Producer: Michael Bennett
Producer: Jen Szeto
VFX Supervisor: Aaron Vasquez, Elad Offer
Creative Director: Aaron Vasquez
Flame Artist: Aaron Vasquez
Compositors: Miguel Diaz-Rivera, Ethan Chang, Javier Ángel Nieto Moncó, Niles Heckman
CG Artists: Mark Wurts, Aaron Vasquez
Matte Painters: Mark Wurts, Dark Hoffman
2D Designer: KK Lin
2D Animators: KK Lin, Bryan Cobonpue
Assistants: Deandra Stone, Yvonne Pon, Gillen Burch
Telecine: Ntropic, Nick Sanders
Sound Design: Barking Owl
Mix House: Lime Studios
Mixer: Sam Casas
Executive Producer: Susie Boyahan
Music: Banjo Music (Barcelona, Spain)
Composer/Music Producer: Ivan Llopis
Project Manager: Maria Soler
CLIENT CREDITS
Dennis Giglio, Senior Vice President, Brand & Advertising
Katie Houston, Vice President, Brand & Advertising
Matthew Jauchius, Chief Marketing Officer
