DDB Takes Wells Fargo Outdoors

Wells Fargo & Co. uses catchy slogans and a new graphic identity to tout services such as supermarket branches in a new outdoor campaign from DDB.
The Los Angeles agency has also broken a pair of TV spots in the Albuquerque, N.M., market that herald the changeover of former Norwest Banks to the Wells Fargo name. That campaign will move into additional changeover markets in coming months, said DDB managing director and chief creative officer Rick Carpenter.
Minneapolis-based Norwest acquired Wells Fargo, San Francisco, a year ago and chose to adopt the latter’s name.
The new ads are the first from DDB, which won the Wells account in 1995, since the agency won the $40-50 million consolidated account in a shootout with Norwest incumbent Carmichael Lynch, Minneapolis, in May [Adweek, May 10].
The 15 new outdoor ads feature slogans such as “Fresh bread delivered daily,” and “Cash. The fifth food group.” Others tout Wells’ online banking services and the wide availability of Wells Fargo ATMs.
“It’s an ongoing campaign featuring different products and channels that Wells has,” Carpenter said of the outdoor work, which will be supplemented by radio executions.
In addition to the TV spots, conversion markets will see print and outdoor work as well as in-store materials, Carpenter said. K