Arnold hits newspapers with new campaign for Fleet.BOSTON--(BUSINESS WIRE)--Sept. 30, 1996--Arnold Communications has created an interesting new print campaign for Fleet retail banking. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. McCabe, the challenge in developing this campaign was to find a way to reach audiences during a time of year marked by heavy advertising saturation saturation, of an organic compound saturation, of an organic compound, condition occurring when its molecules contain no double or triple bonds and thus cannot undergo addition reactions. . "With elections and the approaching holidays, it's hard to get in front of consumers. But we came back to Fleet with a great solution - and they were thrilled with the whole concept." The campaign is a departure from past work for Fleet, and in fact, from typical bank advertising. The ads are mock newspaper pages, which might actually be mistaken for an actual page if not for the "advertising" designation at the top of the page. Graffiti is scrawled across appropriate pages, made to look as if someone has gotten to the reader's paper first. Each execution will run as a full page ad in Sunday and daily editions of newspapers across Fleet's New England New England, name applied to the region comprising six states of the NE United States—Maine, New Hampshire, Vermont, Massachusetts, Rhode Island, and Connecticut. The region is thought to have been so named by Capt. and Upstate New York Upstate New York is the region of New York State north of the core of the New York metropolitan area. It has a population of 7,121,911 out of New York State's total 18,976,457. Were it an independent state, it would be ranked 13th by population. regions. The mock newspaper pages were created by copywriter Bob Shiffrar and art director Tim Vaccarino - with each article or section written by the team. Black handwriting across the page plays off of the featured newspaper section, and points to why someone reading that page should consider Fleet. "The background copy is actually quite funny in some cases," says Sharon McCabe, senior vice president, management supervisor on Fleet. "The overall feel of the campaign is very non-typical for bank advertising, but we think we've found a unique way to reach people." The campaign launches September 29th and will run through the end of November. Arnold Communications, Inc., known for its unique Brand Essence approach to building #1 brands, is New England's largest integrated marketing communications Integrated Marketing Communications Definition The American Marketing Association suggests that integrated marketing communications (IMC) is “a planning process designed to assure that all contacts received by a customer or prospect for a product, service, or company. Arnold serves such well- known organizations as Volkswagen, McDonald's, Playskool, Fleet, NYNEX NYNEX New York-New England & X for the Unknown (Telephone Company) NYNEX New York Network Exchange , Titleist, Stanley Tools, and Mobil Oil. The agency, headed by Chairman and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. Ed Eskandarian, has won numerous local and national awards for creative excellence and has grown from $50MM to $500MM in the past five years. CONTACT: Arnold Communications Sheri Kaufmann, 617/737-6451 Sharon McCabe, 617/737-6417 |
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