Citizens Bank

Arturo Perez, Chief Marketing Officer
Bethanie Tobin, Vice President, Advertising

Ogilvy & Mather *Lead Agency

Terry Finley, Group Creative Director
Michael Han, Account Executive
Erica Donovaro, Copy Writer
Andrew Weisselberg, Executive Group Director
Nancy Hughes, Creative Director
Hannah Brion, Associate Creative Director

OgilvyOne

Jimmy Schougaard, Chief Operating Officer

Ogilvy Public Relations

Jennifer Risi, Managing Director

MediaCom

Sapient

The explosive growth of student debt is a pressing issue, but for debt holders, this burden is not only a financial struggle, but also an obstacle to pursuing lifes key milestones. With the Lighten Your Loan campaign, we drew attention to this social problem, and vividly illustrated how a new Citizens Bank Education Refinance Loan could help people get on with their lives. The campaign exceeded our sales goal of $61mm in booked loans by 74% and generated over 265mm impressions in earned media alone.