Independence Plays Up Its Size

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Independence Community Bank launches a $7 million image campaign today that aims to help the regional bank compete with national institutions.

The effort, the first for the client from Margeotes Fertitta + Partners since it won the account in January, touts the benefits of the bank’s small size. Print and outdoor suggest the bank can provide the services of bigger financial institutions but is nimble enough to move more quickly, said Jolie DeFeis, group account manager at the New York shop.

“One of the things we have is a name that’s descriptive of the kind of place [the bank is]—the idea of, ‘Our independent spirit meets your independent needs,’ ” DeFeis said.

One ad for small-business loans shows a baker with his crew.





AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in