Citizens Bank

Arnold Worldwide Washington *Lead Agency

In 2001 New England-based Citizens Bank acquired the retail operations of Mellon Bank, an institution with dissatisfied customers who were the most likely to switch banks of any in Pennsylvania. By humorously making a bold promise of customer respect and service ("Not your typical bank"), then demonstrating it with event marketing and nearly live advertising on their opening day, Citizens overcame these obstacles. The result was virtually no loss of customers (versus 10% attrition considered average in a bank merger), and an increase in deposits through the transition.