Scotiabank

1999-2000 campaign for Scotiabank, hitherto the lowest spender among the `big six'. Need to build a brand personality (a more `human face') and re-establish links with consumers.

winner: services financial silver

Scotiabank

Executive Summary

Perhaps no industry that has seen more dramatic change in the past several decades than financial services. Banks, once seen as a respected, integral part of the community, with personal customer relationships, have moved to automated service. Along the way, they have seen consumer sentiment shift from primarily positive to overwhelmingly negative.

While the chartered Canadian banks have enjoyed the benefits of oligopoly, they have also endured the frustrations of regulation. As a result, they have largely been unable to differentiate themselves from one anothereither on a brand or a product basis.

Traditionally...

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