Major campaign emphasizes transformation
SAN FRANCISCO--(BUSINESS WIRE)--Wells Fargo (NYSE: WFC) 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: https://youtu.be/1rrivHxCeeY
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 wellsfargo.com:
https://www08.wellsfargomedia.com/assets/pdf/commitment/progress-report.pdf
About Wells Fargo
Wells Fargo & Company (NYSE: WFC) is a diversified, community-based
financial services company with $1.9 trillion in assets. Wells Fargo’s
vision is to satisfy our customers’ financial needs and help them
succeed financially. Founded in 1852 and headquartered in San Francisco,
Wells Fargo provides banking, investments, mortgage, and consumer and
commercial finance through 8,200 locations, 13,000 ATMs, the internet
(wellsfargo.com) and mobile banking, and has offices in 42 countries and
territories to support customers who conduct business in the global
economy. With approximately 265,000 team members, Wells Fargo serves one
in three households in the United States. Wells Fargo & Company was
ranked No. 25 on Fortune’s 2017 rankings of America’s largest
corporations. News, insights and perspectives from Wells Fargo are also
available at Wells
Fargo Stories.