HMS Expands Huntington

CHICAGO-Seeking a unique way to tell consumers that Huntington banks treat each customer as an individual, HMS Partners in Columbus, Ohio, held casting calls for men named Bill, senior citizens with various interests and chief executive officers of various stripes.
The result is a TV campaign breaking this week that pitches a new “signature line” for Huntington, “Banking. Investments. Insurance,” which positions it as a full-service financial services firm.
It’s the first branding effort in more than a year for the Columbus-based company, which has more than 600 outlets in 11 states in the Midwest, East and South, said Stephen Fechtor, HMS’ creative director on the campaign.
HMS did “a ton of research” that led to a basic truth, Fechtor said.