Bank of America - moving forward through research-driven multicultural marketing

A 2008 campaign for Bank of America (BAC) directed to (largely under-banked) Hispanics: `Hacia Adelante’, a continuation of the 2007 campaign.

Moving Forward through Research-driven Multicultural Marketing

The U.S. population is rapidly changing. According to the U.S. Census (2007, 2008 projections), three segments makeup 1/3 of the US:

  • Hispanics = 45million

  • African-Americans = 36million

  • Asians = 15million

The financial services landscape of mergers, acquisitions, and financial institution collapses between 2006–2008 have called for fierce competition among leading competitors. Bank of America (BAC) recognized it needed to retain its leadership advantage and differentiation was critical to maintaining its stronghold in the industry landscape. Between 2006–2007, BAC's core communications accomplishments were:

  • Galvanized and united all of the Bank's communications

  • Elevated the Bank's reputation...

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