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Bank of America launches the massive first leg of a branding campaign this week, spending some $32 million in media between now and the end of May putting a friendly face on the nation’s No. 1 bank.
Bozell’s New York office and Temerlin McClain in Irving, Texas, provided the television, radio and print advertising. TV buys are across all dayparts. Print buys include The Wall Street Journal, Smart Money, Money and Fortune.
The 1998 merger of NationsBank and Bank of America, respectively the former third and fourth ranked financial institutions, created a behemoth with 11,500 branches and bragging rights as the country’s first coast-to-coast bank.
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