Century Bank Campaign ‘Jabs’ At Bigger Players

In light of pending mergers among the region’s largest banks, Wallwork Curry Sandler’s latest campaign for Century Bank seeks to portray the client as a caring, full-service alternative.
“Nobody gets closer to your business,” one ad begins. A construction manager and commercial loan officer are shown seated on a bench, going over financial plans. The bank’s longtime tagline, “People investing in people,” closes each execution.
The six-figure effort stresses that Century “has the size and expertise, but still cares about you,” said Rick Sandler, president of the Boston-based agency. “It’s a jab at the big banks.”
Ads are appearing in newspapers serving Boston’s western suburbs, where most of the Medford, Mass.-based bank’s 16 branches are located.
–David Gianatasio