Kerker Guides Bank's TV Effort

Kerker positions U.S. Bancorp Piper Jaffray’s private-advisory services division as more than mere brokers in its first consumer advertising campaign for the fi-nancial institution.

The campaign, which includes the Minneapolis agency’s first television work for the client, continues the tagline, “Guides for the journey.” Kerker conceived that line last year for a business-to-business campaign for the company’s equity capital markets division.

“[The idea] asserts that the true visionaries, heroes and investors of the world often achieve their goals because of the guides they choose,” said Chris Preston, Kerker’s creative director.