Guaranty Has Promises to Keep

Richards/Gravelle in-troduced its first work for Guaranty Bank on the Academy Awards telecast March 25.

The Dallas-based agency, whose past clients have included MBank and Compass Bank, makes the “I promise” tagline the focus of the new campaign.

Two 30-second commercials airing in Texas and California depict real-life employees of the Dallas-based bank. Each makes varying promises, ranging from “I promise I will treat you with courtesy and respect every time” to “I promise to find solutions that other banks can’t.”

“Having employees speak for the bank is not a revolutionary idea, but it interestingly takes advantage of a trend with reality TV,” said agency principal David Gravelle. “You have actual employees making literal promises to you. What we have done … is captured a style with it as well that … keeps it from being superficial.”

It is the first corporate branding effort for Guaranty, which selected The Richards Group affiliate in April of last year following a review. Radio and print are included in the campaign.

The creative approach followed the lead of an extensive research project conducted by Guaranty before it selected Richards/Gravelle.

“[They] determined what kind of positioning they could achieve and support, then set about reengineering their bank from a servicing standpoint,” said Gravelle.

Founded in 1988, the bank operates 150 branches in its two-state territory.