KeyBank

Michael Varvaro, VP, Media Director
Jill Dalton, Marketing Strategist
Steve Ramirez, SVP, Head of Digital Marketing
Tom Wennerberg, EVP, Marketing Director

MITHUN *Lead Agency

Wendy Hansen, Executive Creative Director
Dan Wallace, Associate Director, Interactive Media Strategy
Ty Kendig, SVP, Group Account Director
Jan Pettit, Executive Creative Director
David Carter, Chief Creative Officer
Ryan Inda, Executive Creative Director

Compass Point Media

How does a regional bank, like KeyBank, compete in a category dominated by 5 Big Banks who have more money to spend, more resources to use and who have increasingly more sophisticated digital platforms to lean into. The solution? Create an entirely new kind of banking campaign. We called it Mission Responsible. We offered a No Hassle, No Fee account to a new target audience, The Responsible Decision Makers. Since launch, Mission Responsible set a new standard for KeyBank's checking account acquisition efforts, surpassing our goal by over 100%.