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 generation.

The content was designed to be fresh, topical 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 each new issue," according to the bank.