CME Turns First Work for Key

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Campbell Mithun Esty focuses on KeyCorp’s retirement planning services in an attempt to broaden consumers’ perceptions of what the bank can do.
“We want to establish Key as a place that provides a broad range of services,” said Karen Haefling, KeyCorp’s chief marketing officer. “We are more than a retail bank.”
The first work from the Minneapolis agency for the Cleveland bank broke during the Academy Awards broadcast Sunday. CEA won the $13 million account in December following a review.
In the 30-second spot, golf course stewards separate a crowd on Wall Street, allowing a golfer to play through while a voiceover talks of retirement planning.
“We precisely synchronize the right people and the right resources to make retirement all you want it to be,” the voiceover says.
The campaign contains no tagline so the bank can focus on “evolving the perceptions of Key,” Haefling said.




AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in