K&H--Banking on It
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InterWest Bank, headquartered in Seattle, has launched a major rebranding campaign utilizing this tactic. InterWest has grown rapidly and acquired five other banks recently. The bank is building relationships with these new customers by providing them with detailed information on changes to their current accounts. "The objective of this campaign is to build trust with new customers for InterWest products and services," says Susan Sandberg, advertising and direct response manager at InterWest. "We needed a way to communicate these changes to a large number of customers in a very personal way."
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- People:
- Jay Ackley
- Sandberg
- Places:
- Everett
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