AGENCY
Burson Cohn & Wolfe
Ronald Ng, Global Chief Creative Officer
Joe Palmer, VP, Group Creative Director
Sue DeSilva, EVP, Executive Creative Director
Danny Cordella, VP, Creative Director
Nicole Hayes, EVP, Group Director
Melissa York, SVP, Group Account Director
Kerry Ross, VP, Activation Director
Dan Bruinsma, SVP, Investment Lead
Amber Harris, VP, Executive Producer
Audra Curran, VP, Group Account Director
Carly Drown, Senior Copywriter
Melissa Levy, EVP, Group Account Director
Tanya Bechara, Senior Art Director
Sarah Marren, VP, Media Director
Scott Petrichko, Senior Art Director
Allie Wassum, VP, Director, Social Strategy
Rodney Raftery, VP, Creative Director - Social
Brad Lamendola, VP, Director, Paid Social
Carrie Frazee, VP, Director, Data and Analytics
SUMMARY
As a traditional bank we had an uphill battle if we wanted to steal market share from an app whose name is popular vernacular (“just Venmo me”). To set Bank of America apart among a millennial audience whose preference was already set in stone, we had to get emotional. By leading with the voices millennials trust and creating an occasion for conversation and compassion, Bank of America’s #FriendsAgain campaign generated new mobile banking customers and, ultimately, the new Zelle technology disrupted the disruptor, becoming the leader in transactions over Venmo.
