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Citizens Bank has unveiled its first campaign from Arnold, less than a week after regional rival FleetBoston Financial broke its latest ads.
Citizens focuses on the quality of its service and uses real-life customer stories to help position the bank against larger competitors such as FleetBoston, which touts online banking in new ads featuring star shortstops Derek Jeter and Nomar Garciaparra.
TV spots from Citizens begin airing this week in Massachusetts, Rhode Island, Connecticut and New Hampshire.
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