At its 2013 Fall Conference, the New England Financial Marketing Association (NEFMA) honored Davis Advertising with four 2013 New England Financial Marketing Awards. Davis was honored with two Silver medals and two Bronze medals for its development and execution of branding and its marketing and advertising of loan products and deposit products during 2012.
The awards are as follows:
SILVER—Marketing and Advertising of BRAND for banks with holdings of $500 million or less
In recognition of an animated television commercial produced for Charles River Bank, Davis picked up a Silver medal in the Brand category. An exceptional team effort, the animated spot was based on a script written by the agency’s Creative Director and featured hand-illustrated, water-painted images that were scanned into a computer before being animated by the agency’s animation team.
The spot told the story of “Cindy” and her company’s growth from a small, one-person cleaning business to one employing several staff, thanks to its ability to get a small business loan. This “Cinderella” story was produced entirely in-house with help from our award-winning illustrator, sound technicians and animation/motion graphics expert.
SILVER —Marketing and Advertising of LOANS for banks with holdings of $500 million or less
Davis took home a Silver medal for its marketing and advertising efforts on behalf of North Brookfield Savings Bank. These efforts focused on a unique and refreshing graphic style in which hand-drawn illustrations produced a clean, modern look. Consistently placed in newspapers and on digital platforms, the ads created a trusting and refreshing brand identity. North Brookfield Savings Bank, consumers and businesses were told, is a financial institution with the right loan products to meet their needs and, importantly, is the kind of bank that people really want to do business with.
BRONZE—Marketing and Advertising of LOANS for banks with holdings of $500 million to $1.5 billion
Davis picked up a Bronze medal for its marketing and advertising efforts on behalf of Webster First Federal Credit Union.
Webster First truly is a different place to bank, so Davis focused on developing a unique style, one that marketed the credit union as a financial institution with the right products and services for its customer base. For print and television, an infographic format was created, featuring animated characters and a palette of bold yellows and blues. As a complement, catchy and informative copy was written in a conversational style.
For television, the agency developed two types of infographic spots: those focusing on answers (that Webster First provides answers to members’ questions, and addresses their needs) and those focusing on strength (that Webster First has the strength to help individuals, families, business and communities grow). For print advertising, Davis carried forth the television campaign’s infographic style by using the same colors, the same graphic style and the same style of copy.
BRONZE—Marketing and Advertising of DEPOSITS for banks with holdings of $500 million or less
In this category, Davis took home a Bronze medal for its marketing and advertising efforts on behalf of Putnam Bank. Print ads for Putnam featured multiple font sizes, bold colors, and graphic elements not traditionally found in banking ads, such as a pair of boxing gloves on a white background, with the text reading, “Give me a great interest rate or else.” The campaign told consumers that while being different than the competition requires work, Putnam Bank is one bank that puts that work in.
The New England Financial Marketing Awards are presented by the New England Financial Marketing Association, the premier group for marketers at banks and credit unions, as well as the service companies that support them. The Awards are open to all banks and credit unions in Massachusetts, Connecticut, Vermont, Maine, Rhode Island and New Hampshire.
