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By Jim Osterman
ATLANTA–Inspired by hours of conversations with its customers, Winston-Salem, N.C.-based BB&T breaks a television campaign this week that stresses the personal relationship between North Carolina’s largest bank and its clients.
The spots, created by Howard, Merrell & Partners, Raleigh, N.C., are tagged: ‘You can tell we want your business.’
‘When we began working with (the client), it became pretty obvious they had a respect for the individual,’ said agency creative director Scott Crawford. ‘BB&T started as a small-town bank, and even though it’s grown, they have retained that small-town culture.’
The spots are also noteworthy for not showing a bank, or talking directly about banking services.
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