• by Tanya Gazdik , June 18, 2009

BBVA Compass is launching its first advertising since BBVA Group acquired Compass Bank in 2007 and created the new brand.

The campaign, from GSD&M Idea City, is intended to establish BBVA Compass as the bank that helps customers through every stage of their life, listening and partnering with them to develop the best possible solution for their unique needs and particular situation. It will run through mid-September

The Birmingham, Ala.-based bank will use a mix of media including TV, radio, online, out of home and print, in addition to a Hispanic marketing component, across a six-state footprint. Creative includes the slogan "Banking built for you," playing off of BBVA Compass' business model, "Solutions built around you."

The campaign demonstrates the holistic approach that BBVA Compass takes to serving clients and tailoring solutions around their needs, and offering them banking solutions that will help make their lives easier. It also serves to illustrate the BBVA Compass commitment to identifying opportunities to build solutions around all stakeholder groups, including the communities in which it operates and the employees it serves.

"As we began the research behind our new brand campaign, we discovered that customers in today's environment are looking for a financial institution that will provide the guidance and support of a partner while allowing them to tailor products to their evolving financial needs," said Frank Sottosanti, chief marketing officer for BBVA Compass, in a statement.

"As a result, 'banking built for you' was a homerun in our research and also dovetails perfectly with BBVA Group's global positioning statement: 'We walk alongside our clients through life's stages, anticipating their most important decisions and providing the best possible solutions.'"

The bank is implementing a market-by-market media strategy. Each state across BBVA Compass' footprint will see a 30-second TV spot that graphically displays the interplay between a customer and a banker through the lens of the customer's "typical" day. With the banker's offer to build a solution around the customer's unique needs using the bank's "Build to order free checking" product, BBVA Compass positions itself as a "relationship building" bank committed to finding a solution, regardless of the unique financial situation. Print ads also focus on the customized free checking product. MPG handled the media planning/buying and ASA was charged with the Hispanic marketing.

The launch comes at a time when most banks are struggling with negative press. Compass Bank has always been known for its strong business principles and dedication to its communities and customers, and now it's backed by the international resources and capabilities of the BBVA Group, according to a GSD&M spokesperson.

BBVA Compass is the U.S. flagship of the international financial services group, BBVA.

The Sunbelt-based financial institution operates 578 branches, including 306 in Texas, 92 in Alabama, 77 in Arizona, 45 in Florida, 36 in Colorado and 22 in New Mexico. BBVA Compass is among the top 25 largest banks in the U.S. based on deposit market share, and ranks among the largest banks in Texas (4th) and Alabama (3rd).