BankAtlantic Opens Up via Zimmerman Partners

ATLANTA BankAtlantic said it has tapped Zimmerman Partners Advertising to create a new image campaign.

The assignment follows a review that pitted the Fort Lauderdale, Fla., Omnicom shop against Mad Dogs & Englishmen in New York. There was no incumbent. Previous advertising had been handled in-house and by an assortment of shops on a project basis.

The Miami-based bank has 73 branches primarily in South Florida. According to vice president and director of brand management Dina Shapiro, ZPA put together a campaign touting customer service and Sunday business hours.

Shapiro said criteria also called for a believable tone that spoke directly to customers. “We’re open when other banks are not and communicate that benefit,” she said.

One print ad, for example, states, “Lunch breaks were made for eating not banking. Yeah, we’re open.”

A campaign under the tagline, “Yeah, we’re open,” will launch early next year. Initially, the work will be limited to in-store and direct mail materials. A media plan is under development, Shapiro said.

The client spent $2 million on advertising in 2002 and $1 million in the first three quarters of this year, per Nielsen Monitor-Plus. Shapiro said the marketing budget would increase significantly in 2004.