Customers Recommend Fleet for Investments

BOSTON FleetBoston Financial this week will break a $15 million TV and print campaign in its Northeast markets in an effort to persuade customers to do investing as well as banking with Fleet.

Like previous efforts, the new work features actual Fleet customers, such as Debra Rathwell, a concert promoter in New York, who is concerned with saving for retirement. The tagline remains “Forward. Thinking.” Interpublic Group’s Hill, Holliday, Connors, Cosmopulos in Boston handles the business.

The new ads are part of a comtinuing effort by Fleet to tout the diversity of its services. They follow the launch two weeks ago of a communications and education program positioning New England’s largest bank as a partner that can help consumers make wise decisions in all aspects of their financial lives. [Adweek Online Oct. 1].

—Brandweek staff report