Burnett Does It 'The WaMu Way'

CHICAGO Publicis Groupe’s Leo Burnett depicts Washington Mutual using a captive focus group of stodgy, rich bankers to help guide its business decision in the agency’s first work for the client.

In television spots breaking today, the agency introduces the idea of the “banker’s pen,” where a pool of rich bankers is kept in the basement of a Washington Mutual branch. The idea is that the Seattle-based bank asks this group of bankers about various products that Washington Mutual will offer.