KSV Positions Banknorth As A Friend, Partner

Northern New England Financial Player Breaks Into New Markets
BOSTON–KSV last week added to its cachet of Banknorth Group assignments as it prepares to launch the client brand in two markets.
The Burlington, Vt., agency will soon adapt the multimedia branding campaign it has fashioned for Banknorth to encompass the company’s recently announced acquisitions of Evergreen Bancorp in Glens Falls, N.Y., and BankBoston’s operations in Berkshire County, Mass.
Print, radio and TV ads use the theme, “Where do you see yourself?” in an effort to position the Burlington-based client as a viable alternative to both smaller regional players and megabanks, said Tom Pierce, vice president and director of marketing at Banknorth.
Category staples such as rate- and product-driven claims are eschewed in favor of portraying Banknorth affiliates as partners ready to help consumers achieve their goals and ambitions, according to Pierce.