SapientNitro North America Creative Work

Title "What Matters Most (Website 2)"
Agency SapientNitro North America
Campaign What Matters Most
Advertiser Webster Financial Corp.
Brand Webster Bank

When customers are in line at Webster Bank, they’re rarely thinking about banking. They’re thinking about what really matters, like getting home to family. From this insight, the What Matters Most campaign was born.

To bring Webster’s new brand platform to life, we asked customers what matters most – and promised to live up to it.

We partnered with Harris Interactive Research Bureau to survey thousands of people in Webster’s footprint to learn what matters, in banking and in life.

Then we created contextual, thought-provoking ads to showcase our survey findings across multiple channels.

#WhatMattersMost was our hashtag across high engagement channels, where we revealed results in infographics and asked customers to weigh in. We generated awareness of our new positioning and tagline on billboards. And a :60 anthem television spot introduced the new Webster positioning focusing on customers and the meaning behind #whatmattersmost. 

Media Type Web Site
Production Company Greenpoint Pictures
Creative Director Pete Tschudy
Associate Creative Director Kaitlin Strovink
Art Director Brandon Osmond
Director Evan Dennis
Producer Cassandra Robertson-Reuter
Project Manager Eric Tabone
Project Manager Desiree Santos
Account Director Francesca Sorrentino
Media Director Jessica Smoller
Designer Meghan Armstrong
VP, Executive Creative Director Mr. Barry Fiske
Group Account Director Amy Snelling
Senior Art Director Josh Bean
Senior Copywriter Lynn Bossange
VP, Chief Creative Officer Mr. Gary Koepke
Senior Copywriter Emily Morgan
Brand Strategist Nicole Cestaro
Associate Media Director Eiling Stopak

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