PNC Bank

David Thuma, Chief Marketing Officer

ALMA DDB. *Lead Agency

Luis Miguel Messianu, Creative Chairman & CEO
Angela Rodriguez, SVP, Head of Strategy
Madeline Perez-Velez, Group Business Director
Jorge Mercado, Consumer Connections Director
Jaume Rodriguez, Creative Director/ Copy
Bruno Trad, Creative Director
Mimi Cossio, Senior Producer
Monica Ibañez, Senior Planner, Strategic Insights
Alvar Suñol, Co-President & CCO
Isabel Rodriguez, Senior Account Executive
Otilia Amarandei, Freelance Media
Miguel Clark, Content & Experience Creator
Yeyo Marquez, VP, Director of Production
Jennifer Eirea, Lead Studio Producer
Mercy Lopez, Studio Producer
Ana Banos, Supervisor, Senior Translator/ Proofreader
George Rabel, Translator/Proofreader
Leslie Osorno, Project Manager
Jorge Becerra, Strategic Planning Director

Deutsch

Jeff Vinick, EVP, Executive Creative Director
Joanne Scannello, EVP, Executive Creative Director
Jeff Good, Creative Director
Dahee Song, Associate Creative Director
Amrit Sahni, Art Director
Ross Harris, Copywriter
Joe Calebrese, EVP, Director of Integrated Production
Drea Segura, Senior Producer
Christy Key, Senior Project Manager
Shreya Mukherjee, SVP, Group Planning Director
Sam Rothschild, Planning Director
Barbara Chandler, EVP, Group Account Director
Rakesh Talwar, SVP, Account Director
Derek Magesis, VP, Acount Director
Ryan Schira, Account Supervisor
Justin Suh, Account Executive

Most Hispanics don’t experience a trigger event that leads them to switch banks. That’s why many keep their checking account with the same bank for more than ten years on average. To bring awareness and consideration to PNC among this segment, the brand launched a campaign that proved to Hispanics that they can have the latest technology in almost every aspect of their life, including their bank. The campaign resulted in a 142% increase in the number of Hispanics that opened a new account with the bank.