Banknorth Campaign Takes Stock in Customers

In an effort to stand out from larger competitors, Banknorth Group has launched a branding campaign focusing on its customers.
Dubbed “Look Around,” the ads prompt people to question their current banking relationships while promoting the benefits of Banknorth’s products. The campaign was developed by Bozell Kamstra, Danvers, Mass., and includes print and television ads, posters, brochures and collateral executions. Spending was not disclosed; Banknorth spent $7 million on ads in 1998, the last year for which figures were available.
“Larger players are finding that smaller community banks are getting a lot of media attention,” said Bozell Kamstra official Tom Stone.