Boatmen's Bank 1996
Bank Advertising
Objective
Establish and maintain a likeable image for a bank to optimize environment for
bank's ambitious growth plans.
Strategy
Set a tonality in product-focused advertising while building recognition for
Boatmen's brand personality in eight states.
Feature "Boatmen's Guy" spokesman played by actor Thom Sharp in broadcast advertising supported by more detailed product-oriented print advertising. High visibility media sponsorships and sports tie-ins. Campaign helped bank grow from $5 billion to over $40 billion in assets. NationsBank announced acquisition plans on August 30, 1996.
Key Learning
Advertising and marketing communications are an important part of a smooth
merger/acquisition transition.