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It's a bit of a tough sell, trying to position one of the nation's largest regional banks as the kind of small-town neighbor that knows everyone's name. Luckily, with Synovus bank as a client, agency Fitzgerald & Co had almost a blank slate to start from. According Jeff Quick, Fitzgerald's vp, account director, "Our research indicated 60 percent of current Synovus customers didn't know that they actually banked with Synovus."
Operating under 28 names across the Southeast, Synovus had a two-fold mission for its first brand campaign—increase awareness of the Synovus brand among current and prospective customers and create a connection between Synovus and the local bank brands.
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