Wachovia Corporation: Uncommon Wisdom campaign

Mark Lane

In 2001, following its merger with “First Union”, “Wachovia Corporation” was the USA’s fourth-largest bank.

Wachovia Corporation: Uncommon Wisdom campaign

Mark Lane

OVERVIEW

In 2001 First Union Corporation, based in Charlotte, North Carolina, acquired its smaller in-state rival, Wachovia Corporation, and the new entity took the Wachovia name. The merger, which made Wachovia the nation's fourth-largest bank, was followed by a large, multi-year branding effort. Conceived by the Winston-Salem, North Carolina, office of Mullen Advertising, the "Uncommon Wisdom" campaign broke in the summer of 2002 with the intent of raising the brand's profile and introducing, in stages, the various capabilities that Wachovia, a company composed of a range of corporate and retail financial-services...

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