CROWNING GLORY
Tight-Knit Relationship With an Ad Agency Resulted in an Award-Winning Campaign
"Who knew that men with luxuriant locks could motivate people to open no-fee chequing accounts?The humorous 2008 TV spot featuring fellows with beautiful long hair triggered more than 21,000 new account openings that year and pushed total brand awareness from 92 to 97 percent. In November it won the Canadian Marketing Association’s gold award for financial services advertising.
A key element, she says, is thecompany's close partnership with ad agency Rethink, which it has been working with since its inception 10 years ago."
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