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
Case Study
Agent Beekman" :30 Product Spot
"Pony Bob" :30 Product Spot
"1906 San Francisco Earthquake" :30 Product Spot
"Community" :30 Product Spot
Re-Established Newspaper Advertorial Spread New York Times
Re-Established Billboard San Francisco
Re-Established Fulton Station Takeover NYC
Re-Established Fulton Station Takeover NYC
Re-Established Union Station Takeover DC
Re-Established Union Station Takeover DC
Re-Established Website
Social Responses
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.
It even became a Jeopardy! answer
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