HY Connect Adds First Tennessee to Roster, Repositions Brand for New Customer Mindset

Sep 26, 2013, 11:00 ET from HY Connect

CHICAGO, Sept. 26, 2013 /PRNewswire/ -- First Tennessee, a leading regional bank serving customers in the mid-South, has tapped HY Connect to lead its brand marketing and communications. Consumer mindsets have changed drastically since the mid-2000s and First Tennessee needed to reposition itself to address the changing financial services environment and evolving consumer and business needs. Following extensive research, HY Connect created a new positioning and new campaign, Take Good Care of Your Money.

"Environmental changes in just a few short years – everything from consumer behavior to lingering economic challenges – put the consumer in the driver seat. First Tennessee needed a position that combined the strengths of its brand with the strength and drive of the enlightened consumer," said First Tennessee VP, Brand & Sponsorship Manager Paula Beale.

The new campaign addresses this mindset. It reflects a respect for the customer, the modern conveniences of the experience and the sensibility that your bank thinks about money like you do.

"With the challenges facing financial services we knew we had to understand the brand equities and opportunities to find that sweet spot," said HY Connect President Dave Sheehan. "Research made it clear that the new pragmatic customer is in control and that the role of the bank is different now."

The campaign includes television, print, radio, and digital and is running now throughout Tennessee for consumer, business and wealth management services.

About HY Connect
HY Connect (pronounced H.Y. Connect) is one of the leading independent marketing and communications agencies in the country. The agency has full service offices in Chicago and Milwaukee offering advertising, digital strategy and development, earned and social media, media planning and buying and more. HY Connect's metrics driven approach has contributed to significant agency growth. With $155 million in annualized billings and more than 150 employees, the agency has doubled in the past four years.

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