Webster Bank - "What Matters Most (Website 1)"

Publicis Sapient

Publicis Sapient Boston, United States

8725

Brand: Webster Bank
Country: United States

Advertiser: Webster Financial Corp.

Title	What Matters Most (Website 1)
Agency	Publicis Sapient
Campaign	What Matters Most
Advertiser	Webster Financial Corp.
Brand	Webster Bank
Posted	August 2014
Story	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
VP, Executive Creative Director	Barry Fiske
Art Director	Brandon Osmond
Group Account Director	Amy Snelling
Creative Director	Pete Tschudy
Senior Art Director	Josh Bean
Senior Copywriter	Lynn Bossange
VP, Chief Creative Officer	Gary Koepke
Account Director	Francesca Sorrentino
Producer	Cassandra Robertson-Reuter
Associate Creative Director	Kaitlin Strovink
Senior Copywriter	Emily Morgan
Designer	Meghan Armstrong
Brand Strategist	Nicole Cestaro
Project Manager	Eric Tabone
Project Manager	Desiree Santos
Media Director	Jessica Smoller
Associate Media Director	Eiling Stopak
Director	Evan Dennis
Production Company	Greenpoint Pictures