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Arnold has introduced a television campaign for Citizens Bank in Pennsylvania. The work comes in the wake of Citizens’ recently completed acquisition of Mellon Bank.
Four 30-second spots were shot by Arnold’s McLean, Va., office two weeks ago at locations in Philadelphia and Pittsburgh.
The goal: retain and reassure Mellon customers while bolstering the Citizens brand in a market in which the company hopes to become a major player.
One TV execution depicts a branch opening in early December, as bank employees let in customers at the start of the day.
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