Matthews/Mark Helps First National Measure Up

San Diego-Area Bank Delivers a Dose of Attitude Its First Time Out
LOS ANGELES-Matthews/Mark centers its first work for First National Bank on snappy one-liners.
Offbeat headlines outlining the San Diego-area bank’s services and celebrating its attitude dominate the bright green horizontal print and outdoor ads. One reads, “There’s more to International Banking than just “Yo hablo espa-ol.” Beneath are the words “Foreign Exchange” and the campaign’s tagline: “Measure us by the size of our ideas. First National.”
Another ad, supporting First National’s corporate banking services, reads, “Okay, we admit it, we love money.” A third, for its trust services, reads, “We put zeros in a vault, not behind desks.” And, touting its International Trade Finance services, the bank takes aim directly at its competition: “We’re giving other banks ‘idea envy.'”
Michael Mark, president and creative director of the San Diego shop, said the campaign has “the voice of a smart, proactive, experienced banker with a healthy dose of attitude.”
The ads, which broke last week in the San Diego Business Journal, target businesses in San Diego county. The first phase of the campaign consists primarily of print ads and radio sponsorships. Outdoor and direct mail executions are slated for 1999. The ads will also appear in San Diego Magazine, San Diego Daily Transcript and on radio station KPBS-FM.
Matthews/Mark picked up the estimated $1 million account in August after a review of San Diego-area agencies [Adweek, Sept. 21]. The shop’s public relations arm, Matthews/Mark/MacCracken/McGaugh, had already been handling public relations duties for the client.
The work is First National’s largest branding campaign ever. The bank previously used mostly print ads created by San Diego-area freelancers.