Wells Fargo

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.