FleetBoston Breaks Brand Spots

Hill, Holliday, Connors, Cosmopulos has launched a campaign for FleetBoston Financial, marking the company’s transformation from a regional bank to a national financial services player.

The effort, which broke late last week, is the client’s first brand advertising since Fleet’s acquisition of competitor BankBoston. New ads introduce the themeline “Forward. Thinking.”

In June, Hill, Holliday, Boston, launched a multimedia campaign highlighting the financial institution’s sponsorship of Major League Baseball.

Spending for the latest broadcast, print and outdoor executions, along with in-branch merchandising, is close to $25 million through the end of the year, sources said.

TV spots address online banking and investment program Fleet HomeLink, corporate banking services, small business services, com-mercial banking and Fleet’s corporate citizenship.

Through scenes such as a man collecting himself in a washroom before a big meeting, Hill, Holliday wanted to “demonstrate a dy-namic experience through the depiction of customers in moments that seem like they wouldn’t be very significant but in fact are,” said Karen Kaplan, executive vice president and group account director for the Boston agency.

Spots broke last week in New York, Boston and Providence, R.I. Goals for the campaign include increasing awareness in New York and New Jersey.