Third Federal in Cleveland Is Doner’s New Bank

Doner, lacking a financial client since it split with PNC Bank in October, is back in the money business with the addition of Cleveland’s Third Federal Savings & Loan.
The creative portion of the S&L’s estimated $15 million account was previously at the Wolf Group in Cleveland. Doner won a review earlier this year beating the incumbent and undisclosed competitors.
Media buying remains at Initiative Media, Los Angeles.
Doner’s first work for the bank, which broke this month, was the same creative it presented in its successful pitch, the agency said.
Three 30-second TV spots will run through mid-May. The campaign also includes radio spots to be phased in through June, outdoor and point of sale ads.
Media buys focus on the bank’s primary markets in Cleveland, Cincinnati, Columbus, Ohio, and Tampa, Fla.
Doner’s Cleveland office will manage the account while creative will come out of the agency’s Southfield, Mich., headquarters, said David Demuth, an executive vice president who runs Doner’s Cleveland operation.
All three TV spots show images of people enjoying new homes, motorcycles and recreational vehicles which loans from Third Federal helped them purchase. They emphasize how bank officials want customers to “feel at home with them,” Demuth said.
“Third Federal has a very strong culture geared toward treating its own employees and customers with great care and consideration,” Demuth said. “That is key to Third Federal’s brand presence, since trust is such a key part of a financial institution’s acceptance by the public.”
The tagline remains, “Bank smart. Live better.” K