National Bank Campaign

When you're known for credit cards, how do you convince the country you're also a bank, and that your cafés are a new kind of place to do your banking?

A full-spectrum creative strategy across TV, radio, social, direct response, and digital in six major U.S. markets: New York, Los Angeles, Chicago, Dallas, Atlanta, Denver. Led end-to-end creative strategy and brand direction, directed agency and internal teams on mid-to-lower funnel execution, and partnered with DDB on upper funnel creative. Built a brand standards system covering strategy, design, photography, and claims, so every team and every agency stayed consistent across every channel.

40M+ in broadcast reach, 1.5 to 2 million high-income households targeted in performance channels, and $1.5B in incremental deposits in year one.