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KeyCorp Ads Target Job Changers

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Campbell Mithun targets job hoppers looking to roll over their retirement account in its latest work for KeyCorp.

"You've got enough to worry about when you're leaving a job, and this is one of the things you may forget," said Bill Winchester, an executive creative director at the Minneapolis shop.

A TV spot in the campaign, which breaks Monday, depicts a man beset by colleagues looking to poach his office possessions as he leaves for a new job. A voiceover encourages people to call KeyCorp to speak with a financial advisor or get a copy of the Cleveland-based bank's Job Changing and Retiring Guide.

The campaign, which also includes print and Internet executions, attempts to broaden the perception of KeyCorp among its consumers. The work will run in markets ranging from Maine to Washington.

"A lot of people don't know that Key does IRAs and can make it easy," Winchester said.

The new effort builds on a campaign last year touting Key's breadth of retirement services, Winchester said. That campaign featured golf stewards clearing a crowded Wall Street to allow a golfer to play through while a voiceover spoke of KeyCorp's ability to "synchronize" retirement planning.

The new campaign maintains the tagline, "Achieve anything," which was introduced earlier this year.

KeyCorp spent nearly $20 million on advertising last year, according to Competitive Media Reporting.