Finance

Financial products and services including: communications promoting overall image and capabilities of a financial institution.

1998 SILVER

They make money the old-fashioned way. They earn it.

"They make money the old fashioned way. They earn it" remains one of the most recognizable lines in advertising. Yet its relevance was threatened as the investment landscape changed dramatically with the "democratization" of investing. Despite an ad budget only 1/6 of the category leaders, Smith Barney saw the changing playing field as an opportunity. By recognizing the core values (integrity, discipline, hard work) are as relevant to the information-saturated investors of today as they were in the days of John Houseman, Smith Barney's contemporized message has continued to strike a chord.

Brand: Smith Barney
Client: Smith Barney
Agency: McCann-Erickson
Language: English

1998 BRONZE

The Rodeo Grandmas 1997

The Rodeo Grandmas 1997 campaign features a group of real-life, lasso totin' grannies from Ellensburg, Washington, who represent Washington Mutual, Inc. In 1997, the Rodeo Grandmas addressed an onslaught of competitive free checking products that weren't really free. The Rodeo Grandmas, one of the Bank's most memorable icons, defended the banking interests of consumers, and brought honesty and integrity to "free checking" claims. Unaided awareness of the bank's advertising rose to its highest level ever, account openings exceeded campaign goals by 38% and Washington Mutual built its leadership position as a bank consumers would likely choose if they were to move their checking account.

Brand: Washington Mutual
Client: Washington Mutual, Inc.
Agency: McCann-Erickson Seattle
Language: English

1998 BRONZE

Rule Your Kingdom

The goal was to capture attention and gain awareness of a new more aggressive and relevant Dreyfus brand. In addition, to support the successful launch of The Lion Account and provide additional support for the brand via an underlying fund message promoting the strong performance of Dreyfus equity funds.

Brand: Dreyfus
Client: The Dreyfus Corporation
Agency: Citron Haligman Bedecarre
Language: English

FINALISTS

E*TRADE from Morgan Stanley E*TRADE "Wedding"

Kinecta Federal Credit Union We’re Banking On You, Watts

Ally Changing the Game for Women’s Sports