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USTrust Breaks Product Effort

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A bold visual style with unexpected imagery typifies USTrust's new ad campaign from Holland Mark Martin Edmund in Boston.
Retaining "The other big bank" positioning crafted by the agency two years ago, a series of print, outdoor and radio executions began rolling out last week.
One print ad promises "Free checking with no minimum balance" and encourages consumers to "Waste cash on yourself, not your bank" by purchasing offbeat items such as roly-poly statuettes with clocks in their bellies. Another begins, "Small business banking. Personal attention, but not in a clingy way," and shows various white-collar types stuck to rolls of flypaper.
An effort was made to avoid the "conservative" approaches used in ads by competing banks, said Gayle Nyre, director of marketing at Holland Mark.
Also, a subtle shift in emphasis was made to highlight the specific values of various products, rather than simply dwelling on the Boston-based bank's "free" ATM and checking services, she said.
Spending was not disclosed, but past USTrust campaigns have been in the low seven-figure range. Print ads will run for the next several months in The Boston Globe and Boston Herald.
Bob Minihan served as created director, Becky Hickey was art director and Tim Gillingham wrote the copy.