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Union Bank, a regional player with national ambitions, is partnering with famous humanitarians such as poet Maya Angelou to address consumers’ frustrations with large financial institutions.
The 150-year-old San Francisco-based bank, which never handled controversial subprime loans, launched its first-ever brand marketing campaign Jan. 28. Working with agency Eleven, it is tapping Angelou and Edward James Olmos, actor and Latino activist, to trumpet the bank’s new theme: “Doing right, it's just good business.”
While Union has been primarily a commercial bank, it sees the current consumer climate as an opportunity to grow its retail banking services.
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