A big change calls for a clear story.
Insights & Strategy
Branding & Advertising
Paid Media
A merger changes more than a name on the door. It changes a relationship.
For Columbia Bank and Umpqua Bank, communicating the merger meant helping customers understand what was changing, what wasn't, and what the combined bank could offer them. We focused the advertising and media strategy on those customer benefits, turning a complex financial services brand transition into a clear story about expanded services, expertise, and locations.
The Challenge
Two banks were becoming one.
The merger created a larger bank with more services, expertise, and locations. For customers, it was a big change that naturally came with questions about what it meant for them.
The Strategy
The story wasn't that two banks were merging.
It was what customers would gain because they were. Instead of simply announcing the merger, we focused on what the combined bank could offer, turning a potentially uncertain change into a clear customer benefit.
The Solution
Drawing on more than 30 years as Columbia Bank's agency partner, we helped introduce the next chapter of the bank through an integrated advertising and media campaign.
The work gave customers a simple way to understand a complicated change: two banks coming together to offer more.
Reaching more of the audience, more efficiently.
- 5.2% above audience delivery goals
- 5.4% lower CPM than projected
The campaign exceeded its audience delivery goals while reaching customers at a lower cost than projected.
“One of the things that GreenRubino has always done well is to take the concept of relationships, which is something that’s been a part of our culture since Day 1, and to reinvent how we demonstrate that to our clients and prospective clients over time.”
David Moore Devine
Chief Marketing Officer, Columbia Bank
Regional TV: General-Bank, Better Together
Meaningful growth starts with understanding what is holding an audience back.
GreenRubino combines audience insight, strategic thinking, and creative problem solving to help brands navigate change and turn it into business advantage.
