Ally Financial

Andrea Brimmer, Chief Marketing and PR Officer
Jennifer Brockington, Senior Director Brand, Consumer Marketing, and Research

Anomaly *Lead Agency

Gareth Goodall, Chief Strategy Officer
Amelea Renshaw, Senior Strategist
Damien Reid, Group Business Director
Seth Jacobs, Group Creative Director
Emily Schade, Account Supervisor
Mike Reuter, Business Director
Jordan Cohen, Sr. Comms Strategist
Melissa Mattioli, Account Director
Tori Pierce, Account Director
Liz Delp, Creative Director
Vahbiz Engineer, Creative Director
Will De Lannoy, Head of Communications

R/GA New York

Jess Greenwood, Global Chief Marketing Officer
Ben Hall, Managing Director
Rachel Mercer, VP, Head of Strategy

MediaCom

Sophia Reynoso, Senior Partner, Account Director

This case study examines how Ally, a US challenger bank, fueled dissatisfaction with Big Banks through its "Payback Time" campaign to encourage people to switch to Ally.