Bank Prefers ‘Good Old’ Shop

The Boner Group last week landed the advertising account of Republic Security Bank.
The client, headquartered in West Palm Beach, Fla., looked at six other undisclosed agencies for its $1.5 million advertising business.
Officials at The Boner Group said a key part of their winning pitch was providing the bank with a new marketing positioning, “These are the good old days,” which played off the client’s established nostalgia-themed promotional efforts.
“They had another tagline which was close to that, but didn’t quite convey the message,” said Boner principal Ann Savage.
The Palm Beach, Fla.-based agency’s first major advertising campaign for the financial institution will break this month.
–Jim Osterman