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People's Bank Tries Personal Touch

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BOSTON The latest campaign for People's Bank employs the phrase "I'm a People's person" and attempts to portray the bank as providing greater convenience than its Connecticut competitors.

The work includes print, outdoor, radio, on-site and online executions crafted by Fairfield, Conn.-based independent agency Outhouse Communication, which has worked with People's for three years. The bank's 10-year-old tagline, "It's possible at People's," is used in conjunction with the new theme.

"People's has a lot invested in that line, so we didn't want to just walk away from it," said agency account and brand strategy director Dave Chapman. "There is a new competitive environment with the entry of large out-of-state banks to the market over the past few years, so now more than ever, it wasn't enough to just have great products. We felt the need to communicate the higher-order benefits of being a People's person—ranging from a better banking relationship to ubiquitous branches, to seven-day access to bankers."

The $2 million effort breaks statewide this month. Ads target various audiences, including business owners and seniors. The work uses monochrome photographs of People's customers and straightforward text touting products and services.

Michael Asphar handled creative direction, writing copy along with Richard Effman and Scott Rosenblit. Kris James and Ryan Spence handled art direction.