Anne Finucane's story with Bank of America begins with an established brand that had the challenge of maturing and developing into a growth engine. There was a need to update the brand, become savvy, and simply make the bank relevant again. By being progressive in its messaging, Bank of America broke through the clutter and became one of the largest banks in the United States.

Sometime last spring, when this Bank of America cmo agreed to speak at the 98th annual conference of the Association of National Advertisers (ANA) in Orlando, FL, she told Bob Liodice, ANA president/ceo, "nothing short of a global economic crisis could keep me away from the meeting."

In the second week of October, she

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