Background:
Because there had been a change of leadership at the bank, including the head of marketing, we were able to develop and introduce a completely new look and feel to the print work. At the same time, CNB became the largest independent bank in Southern California due to mergers or acquisitions of other independent Southern California banks by one or two financial institutions headquartered in the Bay Area.
The Project:
These ads are from a two-year campaign I created with Cary Sacks and David Duncan while we were working at Sacks/Fuller, Los Angeles. The thing I really loved about these newspaper ads, aside from very clever, well-written headlines and body copy, was that the artwork actually looked like engraved money. The ongoing acquisitions became the basis for our first print ads, positioning CNB as the "local" bank to do business with. And later, building on that position of leadership as the "local" business experts in the "local" economy and accessing the deep knowledge of the Southern California business and financial environment through your personal CNB advisor.
CREDITS:
Client: City National Bank
Agency: Sacks/Fuller
Category: Financial
ECD/CW: Cary Sacks
CD/AD/CW: Michael Pitzer
CD/AD: David Duncan
Great Quotes:
“I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.” – Leo Burnett
