It was all smiles at the American Bankers Association’s (ABA) 2008 Financial Marketing Awards ceremony, as Community Bank, N.A., a wholly owned subsidiary of Community Bank System, Inc. (NYSE: CBU), was awarded for creative excellence in financial marketing with its “Bank Happy” campaign, created by Community Bank’s agency of record, Eric Mower and Associates (EMA).
The ABA Financial Marketing Awards honor the best bank and marketing campaigns from across the nation, and are awarded to marketing professionals and their agencies for creative excellence based on bank asset size. In the category of financial institutions with assets of $1 billion to $5 billion, Community Bank’s “Bank Happy” campaign placed first in the Brand Campaign and Customer Acquisition Marketing categories.
“The ‘Bank Happy’ campaign’s ability to connect with people is the key to its success. It never speaks ‘at’ you. Rather, it speaks with you,” said Tom Merrick, partner and creative director, EMA. “Every ad, every brochure, every in-branch poster, you name it—it’s all part of an ongoing, friendly conversation we’re having with our customers.”
Judging was conducted by a panel of financial services marketers and advertising professionals from all around the country. Each entry was judged on the execution of the communications strategy, message and positioning, as well as the campaign’s overall results.