OneCore Challenges Big Banks

Gearon Introduces Online Financial Service
BOSTON–Gearon Hoffman appeals to small-business owners in its launch effort for OneCore Financial Services, tapping into the frustration entrepreneurs feel when dealing with large banks.
A pair of 30-second spots featuring humorous vignettes from the workplace carry the tagline, “Your business. Your money. Your move.”
“Consumers and business people are fed up with being nickeled-and-dimed” by banking fees, and the ads tap into that dissatisfaction, said Bob Hoffman, president of Boston shop.
The TV spots broke last week on CNBC, MSNBC and other cable outlets specializing in financial and business programming. Print executions have also begun to break in The Wall Street Journal, Fast Company and elsewhere. Billings are estimated in the low seven figures; the campaign runs through the fall.
All ads include a strong direct component designed to increase traffic to the client’s Web site.
Jon Pietz served as creative director, Richard Menard handled art direction and Scott Lainer wrote the copy.
Woburn, Mass.-based OneCore provides retirement, accounting and payroll management services comparable to those offered by traditional banks but claims to charge lower fees.