Frost Bank Recalls Its Texas History

DALLAS Frost Bank will break new ads developed by independent agency McGarrah/Jessee that emphasize the financial institution’s historical roots in Texas, the shop said.

New radio and print ads continue the tagline launched in 1997, “We’re from here,” the agency said.

The first print insertion’s headline, “1868: Common Courtesy 2005: Uncommon Courtesy,” is set against a photograph of a Texas sky.

“Although we continue to drive home the ‘We’re from here’ message, this campaign differs in a number of ways,” said Bryan Jessee, founding partner of McGarrah/Jessee in Austin, Texas. “The visual of the Texas landscape is truly startling in its treatment while balanced with a headline that literally and stylistically speaks to the bank’s history.”

Radio spots will feature sound bites of interviews with Frost customers as they talk about their financial dreams. The ads, primarily created to promote Frost’s financial management services, will debut in February throughout major markets statewide, the agency said.

Frost Bank is the banking subsidiary of Cullen/Frost Bankers, a financial holding company, headquartered in San Antonio, with assets of $9.8 billion.

“We’ve had great success with McGarrah/Jessee’s branding campaigns over the past seven years and we expect this latest version to be no different,” said Pam Thomas, executive vice president of marketing at Frost Bank.