GB repositioned First Independent as the source of empathetic, approachable, financial smarts for people serious about their money. First Indy came back into the market as a modern, authoritative figure, a confident partner (“Ready When You Are”), and suddenly a century-old institution was connecting with modern consumers like no other bank in the area.
During our five years together, the bank’s consumer preference rating rose from #7 to #2.
Success was bittersweet as First Independent was acquired by Sterling Bank in 2012 and this remarkable partnership came to a close.
advertising, banking, brand strategy, financial