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By Angela Dawson
LOS ANGELES–Amidst a takeover battle, Great Western Bank is shedding its Old West image for one that exudes a modern, self-confident attitude in a new $8-10 million campaign breaking this month.
The first campaign of Bozell Worldwide’s Costa Mesa, Calif., office since winning the account invites affluent, educated customers to bring ‘their entire banking relationship’ to Great Western, said marketing director Dennis Shirley.
‘We’ve shied away from the mass market strategy used by some of our competitors,’ he said.
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