CME Turns First Work for Key

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. The bank’s most recent tag was, “Help at every turn.”
The TV campaign will continue throughout the year on programming such as the U.S. Open and Wimbledon coverage and on cable channels like CNBC, CNN and A&E, Haefling said.
A print campaign highlighting Key’s Private Banking & Investing and McDonald Investments divisions will follow similar themes. Haefling said the retirement focus will be a “long-term initiative” for KeyCorp.
“We’ve found … that retirement is the single biggest concern for most people,” she said. “It’s a very large and growing market.” K