WELLS FARGO: RE-ESTABLISHED 2018

In the wake of multiple scandals, Wells Fargo needed to acknowledge what happened while charting a course for the future. With a 164-year history built on trust—their biggest differentiator among other banks—we came up with a unique way to communicate this re-commitment to customers: Established 1852, Re-Established 2018.

The 360 campaign features TV, Print, OOH, Radio, Digital & Social.

We followed up the initial apology work with product spots that compare their new customer-focused offerings to heroic moments from their past. Each film ended with the same promise to customers: It's a new day at Wells Fargo, but it's a lot like our first day.

"Trust" :60 Launch Spot

"Agent Beekman" :30 Product Spot

"Pony Bob" :30 Product Spot

"1906 San Francisco Earthquake" :30 Product Spot

"Community" :30 Product Spot

Director's Cut

Case Study

Re-Established Lockup Animation

Re-Established Lockup Animation

Re-Established Newspaper Spread

Re-Established Newspaper Advertorial Spread

Re-Established Newspaper Spread

Re-Established Billboard San Francisco

Re-Established OOH

Re-Established Fulton Station Takeover NYC

Re-Established Fulton Station Takeover

Re-Established Fulton Station Takeover NYC

Re-Established OOH

Re-Established Union Station Takeover DC

Re-Established Fulton Station Takeover

Re-Established Union Station Takeover DC

Re-Established Website

Re-Established Landing Page

Re-Established Social

Re-Established Social Promoted Post

Re-Established Digital

Re-Established Digital Banner

WELLS FARGO: RE-ESTABLISHED 2018

In the wake of multiple scandals, Wells Fargo needed to acknowledge what happened while charting a course for the future. With a 164-year history built on trust—their biggest differentiator among other banks—we came up with a unique way to communicate this re-commitment to customers: Established 1852, Re-Established 2018.

The 360 campaign features TV, Print, OOH, Radio, Digital & Social.

We followed up the initial apology work with product spots that compare their new customer-focused offerings to heroic moments from their past. Each film ended with the same promise to customers: It's a new day at Wells Fargo, but it's a lot like our first day.

PRESS
  • Forbes - Wells Fargo stages a reputation comeback
  • CNBC - Wells Fargo’s third quarter revenue tops expectations amid bank revamp
  • Fox Business - Warren Buffett lauds Wells Fargo as it launches brand campaign
  • Naples Daily News - More companies should fess up over the airwaves
  • Inc. - Saying sorry is always a good idea
  • Bloomberg - Wells Fargo is chasing the clean slate its ads predict
  • Spectrum News - In wake of scandals, Wells Fargo promotes improvements
  • Vanity Fair - The art of being a corporation with feelings
  • Adweek - Latest Wells Fargo snafu is a great example of the changes its ad campaign touts
  • Bloomberg - Wells Fargo CEO on new ad campaign, Fed policy and the bank's future
  • CNN Money - The strategy behind 3 corporate apology ads
  • Washington Post - Wells Fargo tries image rehab
  • Bloomberg - Wells Fargo customers are as loyal as before scandal
  • Rolling Stone - An ode to the corporate apology
  • The Wall Street Journal - "I'm Sorry"
  • LA Times - Wells Fargo launches ad campaign to leave accounts scandal behind
  • San Francisco Chronicle - Saying sorry is hard to do
  • WERSM - This Week: The 10 most talked about TV ads on social (#2)
  • Charlotte Observer - Wells Fargo knows customers are still frustrated. Here's what they're doing about it.
  • Campaign Live - Wells Fargo faces own demons in new 'Earning Back Your Trust' spot
  • Omaha World Herald - Wells Fargo launches new push to fix its image
  • Bakersfield.com - Wells Fargo launches ‘Re-Established,’ a new brand campaign
  • Northwest Arkansas Democrat Gazette - Wells Fargo debuts ad campaign focused on regaining customers' trust
  • CNET - Ads aim to counter 'avalanche of smear'
  • SF Gate - What's up with the apology TV ads?
  • CBS - What’s up with those ‘apology ads’?
  • Fast Company - The new wave of apology ads
  • Yahoo News - The corporate apology tour is in full swing
  • Mintel - Wells Fargo looks to win back consumer trust
  • Impact - "Sorry, we screwed up"
  • St. Louis Post - Wells Fargo CEO emphasizes honesty in wake of scandals
  • 24/7 Wall St - Well Fargo renews its commitment to you
  • Charlotte Observer - A ranking of the apology commercials
  • Wall Street Oasis - Rate these apology ads
  • Esquire - Wells Fargo's comeback PR campaign
  • Forbes - How major corporations are negotiating very public apologies
  • PYMNTS.com - Wells Fargo launches new marketing campaign aimed at rebuilding trust
  • Ad Age - Watch the newest ad on TV from Wells Fargo
  • Marketer's Brief - Trust
  • Ads of the World - Trust
  • Brand New - Wells Fargo: mea culpa

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