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Wells Fargo today launched a new image campaign tagged "This is Wells Fargo" to highlight its commitment to customer service in the wake of "fake accounts scandal" that resulted in payment of a $575M settlement at the end of 2018.
Created by BBDO, the new print, broadcast, online and mobile campaign succeeds the "Re-established" marketing push that debuted last year.
For the first time in its 167-year history, Wells Fargo team members will be featured in the advertising, providing customers with easier, more personal and helpful financial solutions.
As part of the image overhaul, the San Francisco-based bank will unveil a new visual identity by the end of January.
"This is Wells Fargo and the changes to our stagecoach and logo will pay homage to our history while signaling our transformation to a contemporary, dynamic and ever more innovative bank," said Jamie Moldafsky chief marketing officer.
Edelman represents Wells Fargo.
Business leaders will face challenges in the upcoming year, some of which will come as a complete surprise, or beyond anyone's imagination.
Teneo has hired Philipp Grontzki, who is a 20-year veteran of corporate communications and financial journalism, as a managing director in its strategy and communications group.
Rowan Benecke, who co-founded Zeno Group and helmed Burson-Marsteller's tech practice, has joined McKinsey & Co as director of communications for North America.
BCW has named Golin's Matt Coldagelli EVP and leader of its corporate affairs practice in Chicago.
Abby Bailey, who headed corporate communications for Fedex in its Middle East, India and Africa region, has joined Teneo as managing director in Dubai.
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