Cambridge Savings Uses Its Imagination

BOSTON Fort Franklin this week introduces its first work for Cambridge Savings Bank, themed “Imagine. Do,” to promote the bank’s home equity loans and lines of credit.

In one print execution, a shiny toaster on a grimy counter reflects an updated, remodeled kitchen. Another ad features a mother posing for a snapshot with her teenage daughter in front of their house; the window in the digital camera shows the daughter donning a college graduation cap and gown.

Radio and online executions are also in the media mix.

“Despite the current trend of mergers and acquisitions in the financial services industry, Cambridge Savings Bank has remained an independent bank, rooted in the community,” said Marc Gallucci, CEO and creative director at independent Fort Franklin in Boston. “As an independent advertising agency, we look to work with clients that share our business focus and spirit.”

PGR Media in Providence, R.I., handles buying and planning for the bank in Cambridge, Mass.

Cambridge Savings has $2 billion in assets and 15 locations in suburban Boston. It spent $625,000 on measured media last year, per TNS Media Intelligence.

The local banking scene has been especially competitive, with smaller institutions like Cambridge Savings jockeying for position against national players such as Bank of America and large regionals like Citizens Bank and Banknorth.

—Adweek staff report