Wells Fargo Launches ‘Re-Established,’ a New Brand Campaign
07 May 2018 - 11:00PM
Business Wire
Major campaign emphasizes transformation
Wells Fargo (NYSE: WFC) is launching a new, integrated marketing
campaign called “Re-Established” to emphasize the company’s
commitment to re-establish trust with stakeholders and to
demonstrate how Wells Fargo is transforming as it emerges from a
challenging period in its history. The campaign launched nationwide
on Sunday, May 6.
The new campaign leans into the company’s history and heritage
as it acknowledges past issues, communicates the extent of changes
made across the organization, and shows how the company is
re-committing to its customers and their satisfaction.
“In the past 20 months, we have transformed Wells Fargo by
simplifying our business model, investing for the future, and
strengthening our culture,” said Tim Sloan, Wells Fargo’s chief
executive officer and president. “While we have made solid
progress, we recognize there is still work to be done. This
campaign marks a turning point by expressing how we are
fundamentally a different company today, and that it feels like a
new day at Wells Fargo.”
The first component of Re-Established is a one-minute commercial
called “Trust” that airs nationwide and signals Wells Fargo’s
intent in a bold way. The advertisements will run across print,
digital, broadcast, and mobile channels. As with previous Wells
Fargo advertisements, the campaign acknowledges the diversity of
the company’s communities through tailored ads for specific
audiences, such as in-language messages in Chinese (Mandarin and
Cantonese) and Spanish and advertising in African American
media.
“Re-Established means recommitting to our customers and team
members, reaffirming support of our communities and re-inventing
how we serve our customers through every interaction in new and
improved ways,” said Jamie Moldafsky, chief marketing officer. “It
is about holding ourselves to a higher standard and our unwavering
commitment to become a better bank.”
Examples of the advertisements can be found on Wells Fargo’s
YouTube channel and through the links below:
https://youtu.be/1rrivHxCeeY
The Re-Established campaign was developed with BBDO-San
Francisco, Wells Fargo’s agency of record since March 2014.
A progress report, highlighting some of the steps that Wells
Fargo has taken to rebuild trust with customers, team members and
other stakeholders is available on wellsfargo.com:
https://www.wellsfargo.com/assets/pdf/commitment/progress-report.pdf
About Wells Fargo
Wells Fargo & Company (NYSE: WFC) is a diversified,
community-based financial services company with $1.9 trillion in
assets. Wells Fargo’s vision is to satisfy our customers’ financial
needs and help them succeed financially. Founded in 1852 and
headquartered in San Francisco, Wells Fargo provides banking,
investments, mortgage, and consumer and commercial finance through
8,200 locations, 13,000 ATMs, the internet (wellsfargo.com) and
mobile banking, and has offices in 42 countries and territories to
support customers who conduct business in the global economy. With
approximately 265,000 team members, Wells Fargo serves one in three
households in the United States. Wells Fargo & Company was
ranked No. 25 on Fortune’s 2017 rankings of America’s largest
corporations. News, insights and perspectives from Wells Fargo are
also available at Wells Fargo Stories.
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version on businesswire.com: https://www.businesswire.com/news/home/20180507005415/en/
Media ContactsChristina Kolbjornsen,
786-459-9160Christina.Kolbjornsen@wellsfargo.com@CKolbjornsenWForHolly
Rockwood,
415-852-1278holly.d.rockwood@wellsfargo.com@hollydrockwood
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