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Arnold has broken a television campaign in Pennsylvania for Citizens Bank following the client’s recently completed acqui-sition of former competitor Mellon Bank.
The four 30-second spots were created by Arnold’s McLean, Va., office and shot two weeks ago at locations in Philadelphia and Pittsburgh. The ob-jective: retain and reassure Mellon customers while bolstering the Citizens brand in a market where the company looks to become a major player.
One execution shows a bank opening for business in early December.
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