TITLE

PNC effort highlights non-banking services

AUTHOR(S)
Cardona, Mercedes M.
PUB. DATE
March 2000
SOURCE
Advertising Age;3/13/2000, Vol. 71 Issue 11, p16
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article examines the PNC Financial Services Group advertising campaign from Arnold Communications, McLean, Virginia, launched in the U.S. in March 2000. The campaign will stress some of the company's non-banking businesses, such as investment management. The advertising effort is part of an increased focus on marketing, which also will include improvements in the bank's online presence, said Denise Thorne Johnson, senior VP-chief marketing officer. TV spots, tagged, "The thinking behind the money," break March 15 in spot markets, including Philadelphia, Pittsburgh and New York, said Richard L. Britton, the agency's president. TV will run on broadcast and cable networks in prime-time, news and sports programming. National print will support in publications such as Business Week, Forbes, The New York Times and The Wall Street Journal. One spot will be dedicated to corporate branding and each of the other three will focus on one specific business: PNC Bank, PNC Advisors and PNC Mortgage, Mr. Britton said.
ACCESSION #
2883425

 

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