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Wells Fargo Launches New Brand Campaign, ‘This is Wells Fargo,’ Focused on Customer Experience


Company introduces new visual identity

SAN FRANCISCO--(BUSINESS WIRE)--Wells Fargo (NYSE: WFC) is launching a new integrated marketing campaign called “This is Wells Fargo,” highlighting changes the company continues to make to its operations and culture as it works to deliver exceptional service and rebuild trust with customers. The campaign launches across the U.S. tomorrow, Friday, Jan. 25 and will run through the fourth quarter.

As part of the campaign, the company also will introduce a new visual identity, including an evolved logo, modern stagecoach, and digitally friendly colors and tone. For the first time in Wells Fargo’s 167-year history, the campaign prominently features Wells Fargo team members helping customers with their everyday financial needs.

“Our company’s transformation continues,” said Tim Sloan, Wells Fargo’s CEO and president. “Our goal of delivering exceptional service to customers and helping them succeed financially remains central to everything we do. As customer expectations continue to evolve, this campaign highlights that Wells Fargo is transforming to provide easier, more personal and helpful solutions.”

“This is Wells Fargo” follows the 2018 “Re-established” campaign and demonstrates the company’s ongoing progress in building a better bank. One ad features team members who were involved in the development of Control Tower, a new feature providing customers simple, secure and centralized access to their cards and account information. Another features team members who are Financial Health Bankers. Both ads highlight how people and technology together create the human ingenuity vital to transforming Wells Fargo’s customer experience.

The campaign will be featured across print, broadcast, online and mobile channels. Future campaign commercials will air in Spanish and Mandarin.

Starting later this month, Wells Fargo will introduce new visual identity changes across the company, taking a phased approach beginning with mobile and digital properties, and later extending to Wells Fargo physical locations. The company is communicating directly with customers via email and at branches about the changes taking place to ensure they are well informed about the new look. Customers who have concerns or questions about the validity of any material claiming to be from Wells Fargo are encouraged to visit Wells Fargo’s Fraud Information Center.

“‘This is Wells Fargo’ and the changes to our stagecoach and logo will pay homage to our history while signaling our transformation to a contemporary, dynamic and ever more innovative bank,” said Jamie Moldafsky, chief marketing officer. “At the center of this transformation are our team members, who are delivering this new and improved experience for our customers.”

Examples of the advertisements can be found on Wells Fargo’s YouTube channel.

The “This is Wells Fargo” campaign was developed with BBDO-San Francisco, Wells Fargo’s agency of record since March 2014.

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, investment and mortgage products and services, as well as consumer and commercial finance, through 7,800 locations, more than 13,000 ATMs, the internet ( and mobile banking, and has offices in 37 countries and territories to support customers who conduct business in the global economy. With approximately 259,000 team members, Wells Fargo serves one in three households in the United States. Wells Fargo & Company was ranked No. 26 on Fortune’s 2018 rankings of America’s largest corporations. News, insights and perspectives from Wells Fargo are also available at Wells Fargo Stories.

Christina Kolbjornsen, 786-459-9160
Holly Rockwood, 415-396-1891

Multimedia Files:

Wells Fargo’s iconic stagecoach acknowledges the company’s history and heritage while signaling a contemporary brand that is evolving with the changing needs of customers. (Graphic: Business Wire) 3030 x 690 jpg 417 KB
Wells Fargo’s iconic stagecoach acknowledges the company’s history and heritage while signaling a contemporary brand that is evolving with the changing needs of customers. (Graphic: Business Wire) 930 x 930 jpg 109 KB
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