DraftWorldwide Brands New Bank

Share this content:
DraftWorldwide, New York, a unit of the Interpublic Group of Companies Inc., is having success with a major new branding effort it designed for a bank created by the merger of three banks on the East Coast.


The rebranding effort is characteristic of the kind of dynamic reshaping of identity that the agency is capable of, said Ray Albergotti, executive vice president and group account director at Draft. Clients are increasingly realizing that direct marketing agencies have specialized expertise that other general agencies often do not have, he said.


The Draft campaign is essentially a major direct mail branding and communications effort announcing to consumers in the New York, New Jersey and Connecticut area the merging of Hudson United Bank in New Jersey, Bank of the Hudson in lower New York State, and Lafayette American Bank in Connecticut. The new bank is known as Hudson United Bank, which is part of HUBCO Holdings, Mahwah, NJ.


The entire client branding program, complete with smiling babies, includes consumer direct mail, radio spot buys in seven markets, mobile billboards and print advertising in business publications and local area newspapers. Draft also revamped Hudson United Bank's Web site.


Draft conducted specialized market research and focus groups to determine what the perceptions of the bank were, and what specific communications would be needed.


Ultimately, the agency says HUB's new theme line, "Big Enough to Deliver. Small Enough to Care," sums up their marketplace positioning.


Hudson United Bank is the second largest bank holding company in New Jersey with 168 branches.
close

Next Article in Agency

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above