TD Business Banking: Business banking gets personal

TD Business Banking ran an accessible, friendly campaign that grew brand perception, increase purchase intent and attracted new customers in Canada.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

TD Business Banking's offering centred around being "The official partner of big dreams," which had helped them become #1 in awareness in the category. However, the value of partnership was no longer considered a differentiator in the category as most banks were promising the same. Contrarily, JD Power found that two-thirds of business owners felt banks DID NOT understand them and their unique needs. Despite these headwinds, one brand, RBC, was making gains among Millennials by tapping into their desire to be a part of the "start-up"...

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Insights Team
Bray Leino

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