The partnership between a bank and its customers, not between the parties to a merger, is highlighted in a new campaign for Mercantile Bank in St. Louis from Rodgers Townsend in St. Louis.
Mercantile Bank, which acquired Mark Twain Bank in April, awarded its combined account to Rodgers Townsend in January after a review including five other, undisclosed agencies.
The agency's first campaign for the client attempts to deflect attention from the merger, focusing instead on customer service.
TV, radio, print and outdoor ads that broke last week throughout the bank's territory of Missouri, Kansas and Illinois has the theme "The power of partnership." Pictured are area citizens and employees of the Mercantile Bank.
Shot in St. Louis, Kansas City and rural Missouri, the ads show a fast-paced montage of Mercantile employees and customers.
A voiceover says, "We're the largest St. Louis-based banking organization. But most just know us as a partnership, between themselves and a banker."
People often get confused when banks merge and the ads try to allay that and show Mercantile's commitment to customers, said agency founding partner Tom Townsend.