Fleet Touts Empowerment: Arnold Releases New Image Campaign for Fleet

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By Judy Warner





BOSTON–Fleet Financial Group this week breaks a branding campaign, its first major corporate ad initiative since it completed two major acquisitions and appointed Anne Finucane as marketing chief almost two years ago.





Television, print and radio ads created by Arnold Communications in Boston are scheduled to run until early summer in the Boston, Providence, R.I., and Hartford, Conn., markets before being rolled out in the New York/New Jersey market this fall. Advertising in the newer market is being delayed until then so Fleet can complete the conversion of branches bought from National Westminster Bank in London last year, said Finucane, a former Hill, Holiday, Connors, Cosmopulos executive.





Media buys in both markets will concentrate on early and late night news and the most popular prime time programs for adults, which Finucane referred to as ‘appointment’ television, and on cable stations CNN and CNBC.



















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