Scotiabank “Second Opinion” Campaign

Scotiabank had historically lagged other major financial institutions in its segment. A compelling way to convince consumers that Scotiabank understood investing and was the bank worth investigating was needed.

Scotiabank “Second Opinion” Campaign

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):

November 2006-March 2008

Start of Advertising/Communication Effort:

November 6,2006

Base Period for Comparison:

Sept-Oct 2006 and year ago.

a) Introduction

No...

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