Chase Repositions

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NEW YORK J.P. Morgan Chase will attempt to reposition itself as a more “customer-friendly” destination in an ad campaign breaking next week.

The effort, from mcgarrybowen, New York, unveils a new tagline: “Chase what matters.” It follows extensive research in which customers were asked what they want from a bank. Chase said the work marks a first for the bank in terms of the campaign’s scope.

The ad spend will be $70 million for the first quarter alone, the client said.

“We’re





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