» Client: PNC Financial Services Group
» Job: Design a comprehensive branding campaign for the Pittsburgh-based bank that will raise awareness of the services PNC offers to individuals and businesses. PNC, which has 57 branches in the Washington region, had its second straight record financial year in 2006 and is building on that success by launching its largest ad campaign to date.
» Agency: Doner in Southfield, Mich.
» Theme: “Leading the Way.” The agency came up with the theme after conducting research that revealed today’s consumers view life as a journey. The campaign is designed to position PNC as the bank that will simplify that journey and help customers achieve their financial goals.
» The Concept: Doner produced three 30-second television ads as the centerpiece of the campaign. Each commercial highlighted a different aspect of PNC’s financial services. “24 Hours” focuses on the company’s personal banking services with scenes of a busy family going about their day. “Heart & Soul” showcases PNC’s small business solutions and “The Future” discusses PNC’s Grow Up Great program, a $100 million investment in the country’s preschool education.
» The Plan: The campaign launched during the Super Bowl, the first time PNC has advertised during the game. The ads will continue to run on major networks throughout the year and be complemented by print ads in magazines, newspapers, online and on the radio.
» Creative Team: John DeCerchio (chief creative officer), Steve Landrum (creative director), Paul Weideman (creative director), Laurie Irwin (producer), Carl Heller (brand planner), James Ward (SVP account director), Kari Martin (account director).
» Background: Doner, founded in 1937, is one of the country’s largest independent agencies with more than 1,000 employees in the U.S. Clients include Mazda, Blockbuster and Expedia.com.
