RB&W’s ‘Opportunity’ Knocks at BB&T

ATLANTA BB&T has launched the first campaign from its new agency, Rockett Burkhead & Winslow, the company said.

The work includes six new television commercials, with a seventh planned for this summer, six radio spots and several print ads. The campaign introduces “There’s opportunity here,” which replaces “You can tell we want your business” as a tagline.

The independent Raleigh, N.C., shop won the account following a review last July. Spending on the new campaign was not disclosed, but the Winston-Salem, N.C.-based bank spent $7 million on measured media last year, according to Nielsen Monitor-Plus.

The shop said it conducted 2,100 interviews and surveys of the bank’s employees to help determine the new tagline.

“BB&T’s new tagline, ‘There’s opportunity here,’ punctuated by the updated logo, represents the company’s inherent optimism that in every situation there is an opportunity for BB&T to help its clients succeed,” said Michael Winslow, executive creative director of the shop.

“This is our opportunity to stand out and create preference for BB&T in the marketplace,” said Steve Wiggs, the bank’s chief marketing officer. “Our new campaign focuses on our commitment to help our clients realize financial opportunities in each stage of life or each business event they encounter.”

BB&T operates more than 1,400 financial centers throughout the Southeast and has $109.2 billion in assets.