New Campaigns

Client: Standard & Poor’s, New York
Agency: Holland Mark Martin Edmund, Boston
Executive Creative Director: Bob Minihan
Art Director: John Vient
Copywriter: Jamie Klim

In a trio of print ads now breaking in markets around the world, financial ratings giant Standard & Poor’s attempts to convey its leadership position by avoiding conventional business images such as charts, graphs and professionals in suits. The campaign, created by Holland Mark Martin Edmund in Boston, instead uses natural imagery to help the client project a unified global image.
One ad shows a schematic of a suspension bridge spanning an icy fjord. The text reads: “Before the steel. Before the cable. Before the concrete. A Standard & Poor’s rating.” A second execution features the blueprint of a jet airliner over rolling hills. Copy begins: “Before the wings. Before the engines. Before the flight. A Standard & Poor’s rating.”
Body copy goes on to say, “You need to forge the kind of relationships that enable you to navigate local market conditions. . . . Our ratings give borrowers and lenders the ability to make well-informed financial decisions.”
Ads will run for the next several months in newspapers such as The New York Times and The Wall Street Journal as well as magazines such as CFO, Risk, BusinessWeek, Euromoney, the Financial Times and others, said agency creative director Bob Minihan.
–David Gianatasio

Client: Chelsea Groton Bank, Groton, Conn.
Agency: Hurley Chandler & Chaffer, Providence, R.I.
Creative Director/Art Director/Copywriter: Tom Chandler

Chelsea Groton Bank looks to allay the fears that consumers and small-business owners may have about merger-happy banks in its latest campaign from Hurley Chandler & Chaffer.
Three print ads address this concern with headlines such as “If you can’t remember the name of the bank that bought your old bank before that other bank bought it, we can get you off the hook,” and “Hi, we’re still Chelsea Groton. What’s your bank’s name now?” The tagline: “Feel good about your bank.”
The text emphasizes Chelsea Groton Bank’s long-term stability, commitment to the local area and independent status.
“[Our] research showed that consumers really are concerned about the stability of their bank,” explained Bob Hurley, partner of the Providence, R.I., agency. “They think mergers are disruptive of business.”
The six-figure print campaign, which broke in southeastern Connecticut newspapers such as the Norwich Bulletin, is being supported by radio spots and outdoor executions.
Chelsea Groton Bank has assets of $488 million and 12 branches throughout southeastern Connecticut. –Sarah Jones