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Hill, Holliday, Connors, Cosmopulos has launched a campaign for FleetBoston Financial, marking the company’s transformation from a regional bank to a national financial services player.
The effort, which broke late last week, is the client’s first brand advertising since Fleet’s acquisition of competitor BankBoston. New ads introduce the themeline “Forward. Thinking.”
In June, Hill, Holliday, Boston, launched a multimedia campaign highlighting the financial institution’s sponsorship of Major League Baseball.
Spending for the latest broadcast, print and outdoor executions, along with in-branch merchandising, is close to $25 million through the end of the year, sources said.
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