Archived: Wells Fargo Launches New Brand Campaign 'Re-Established'

Wells Fargo is launching a new, integrated marketing campaign called “Re-Established” to emphasize the company’s commitment to re-establish trust with stakeholders and to demonstrate how Wells Fargo is transforming as it emerges from a challenging period in its history. The campaign launched nationwide on Sunday, May 6.

The new campaign leans into the company’s history and heritage as it acknowledges past issues, communicates the extent of changes made across the organization, and shows how the company is re- committing to its customers and their satisfaction.

“In the past 20 months, we have transformed Wells Fargo by simplifying our business model, investing for the future, and strengthening our culture,” said Tim Sloan, Wells Fargo’s chief executive officer and president. “While we have made solid progress, we recognize there is still work to be done. This campaign marks a turning point by expressing how we are fundamentally a different company today, and that it feels like a new day at Wells Fargo.”

The first component of Re-Established is a one-minute commercial called “Trust” that airs nationwide and signals Wells Fargo’s intent in a bold way. The advertisements will run across 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.

“Re-Established means recommitting to our customers and team members, reaffirming support of our communities and re-inventing how we serve our customers through every interaction in new and improved ways,” said Jamie Moldafsky, chief marketing officer. “It is about holding ourselves to a higher standard and our unwavering commitment to become a better bank.”

Examples of the advertisements can be found on Wells Fargo’s YouTube channel and through the links below:…

The Re-Established campaign was developed with BBDO-San Francisco, Wells Fargo’s agency of record

since March 2014.

A progress report, highlighting some of the steps that Wells Fargo has taken to rebuild trust with

customers, team members and other stakeholders is available on

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