Union Bank of California hires Zeno for messaging strategy

SAN FRANCISCO: In an effort to develop more simplified and consistent messages, Union Bank of California [UBOC] has hired the Zeno Group as its new AOR.

SAN FRANCISCO: In an effort to develop more simplified and consistent messages, Union Bank of California [UBOC] has hired the Zeno Group as its new AOR.

UBOC previously worked with GolinHarris for five years.

"We needed to develop more consistent messaging to give to our senior executives when communicating with the media and others," explained Joanne Curran, SVP and manager of external communications. "We're under the radar a bit as a bank, particularly against competitors such as Bank of America."

The $3 billion company wants to highlight its strengths serving specific markets, such as small and medium-sized businesses.

UBOC selected Zeno due to the commitment and enthusiasm of senior executives on the account, said Curran. She also noted Zeno's experience in the nonprofit sector.

"One thing we want to focus on is community relations," said Zeno SVP Peter Hillan. "They have been very community involved, and that allows them to be very distinctive in the marketplace. That involvement gives them a better understanding of their communities. We want to highlight that commitment."

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