BankBoston: 'It's Amazing' - Mullen-Created Ads Promote New Linkage Product

By Sarah Jones





BOSTON–BankBoston last week became the last of the region’s big banks to introduce new advertising this year.





While Fleet Financial Group bills itself as ‘Ready when you are’ and Citizens as ‘Not your typical bank,’ BankBoston bowed ads crafted by Mullen in Wenham, Mass., that proclaim, ‘It’s amazing what you can do.’ The tagline seeks to position a new product called ‘Linkage’ as so easy to use, it actually enhances life. The system allows customers to link as many as 16 accounts that can be accessed by phone, ATM or home computer.





‘What this does is really play off the strength and equities both banks have,’ said Karen Green, BankBoston’s director of consumer marketing.