Columbus Bank & Trust TV Series.

Institution: Columbus Bank & Trust (CB&T), Columbus, Ga.

Assets: $5 billion; 18 locations

Agency: The Zimmerman Agency, Tallahassee, Fla.

The bank wanted a TV campaign that would showcase its positioning line, "What's Important to You." It also wanted to reinforce the idea that the institution was part of the community by showing that its employees, including president Steve Melton, regularly go above and beyond the call of duty to service not only their customers but also the community itself.

The agency used real stories and, when possible, pictured actual bank personnel. The campaign ran through 2004 and the first quarter of 2005.

Reader's Guide:

Out "Idea Bank" showcases recent examples of advertising and other marketing products from financial institutions of al[ sizes and locations in the United States. Browse through this section to spark your creativity for your marketing efforts. Included in each issue are some of the winners of the most recent Advertising Awards Competition sponsored by the ABA Marketing Network. The names of advertising or communications agencies are included where appropriate.