Wells Fargo (No. 12 on the DiversityInc Top 50 Companies list) is launching a new, integrated marketing campaign – "Building better every day" – that builds on the company's commitment to rebuilding trust and creating a better bank for customers, team members, and communities. The campaign launches nationwide on April 17.
"We are committed to building a better Wells Fargo," said Jamie Moldafsky, chief marketing officer, Wells Fargo. "'Building Better Every Day' reflects what we are doing to make things right for our stakeholders, and our efforts to develop and offer innovative products and services that help our customers reach their financial goals."
As the advertisements premier on broadcast television, they also will appear on Wells Fargo's YouTube channel. Other campaign elements include print, digital, broadcast, and mobile channels. As with previous Wells Fargo advertisements, the campaign acknowledges the diversity of the company's communities through tailored ads for specific audiences, such as in-language messages in Chinese (Mandarin and Cantonese) and Spanish and advertising in African American media. It also will include themes of innovation, guidance, service (financial health), security, and community support.
Through 2017, Wells Fargo will also have a grassroots storytelling effort that brings to life real, tangible examples of how the bank is building better every day. These stories will be featured on WellsFargo.com/stories.
The new campaign was developed with BBDO-San Francisco, Wells Fargo's agency of record since March 2014.