Enrich 50 magazine.BEST OF THE BEST AWARD ABAMN 2003 AD Awards Contest
Institution: First Midwest Bancorp Inc., Itasca, Ill. Assets: $6 billion; 69 locations. Agency: Loren and Associates, Grant Park, Ill.
First Midwest Bancorp decided to convert its existing newsletter for customers age 50 and over into a magazine. The bank asked the agency to develop a "smart" magazine with a contemporary feel that would appeal not only to the elderly but also to the baby boomer baby boomer also ba·by-boom·er
A member of a baby-boom generation.
Noun 1. baby boomer - a member of the baby boom generation in the 1950s; "they expanded the schools for a generation of baby boomers"
The content was designed to be fresh, topical topical /top·i·cal/ (top´i-k'l) pertaining to a particular area, as a topical antiinfective applied to a certain area of the skin and affecting only the area to which it is applied.
adj. and forward-looking. Stories were also developed to serve as a catalyst for bankwide sales initiatives.
Within a year, the magazine developed a strong following among both customers and employees, "who eagerly await AWAIT, crim. law. Seems to signify what is now understood by lying in wait, or way-laying. each new issue," according to according to
1. As stated or indicated by; on the authority of: according to historians.
2. In keeping with: according to instructions.
3. the bank.