Best in Corporate Branding 2017

Burson executed a yearlong brand-repositioning campaign to increase overall media placements by 50% year over year, position executives and partner organizations as leaders in digital banking, and increase innovation message penetration by 50%

Winner

Burson-Marsteller and Bank of America
Cutting Through the Clutter — Elevating Bank of America to the Industry Fintech Leader

Toward the end of 2015, Bank of America and Burson-Marsteller developed a multi-faceted plan to tell the bank’s story in order to re-establish the brand as the industry leader in digital banking.

Going into 2016 with a significantly increased investment in digital and a robust innovations pipeline, the team seized its opportunity.

Burson executed a yearlong brand-repositioning campaign to increase overall media placements by 50% year over year, position executives and partner organizations as leaders in digital banking, increase innovation message penetration by 50%, and generate stakeholder attention to drive awareness of digital offerings.

After an in-depth analysis of the bank’s media coverage, Burson rolled out an initiative featuring products in its digital pipeline. Leadership interviews supplemented and drove the narrative.

The brand also teamed with key influencers to spread the word. Pitches to top media brands resulted in about 100 regional CBS broadcast segments, as well as coverage in The Wall Street Journal and AP.

Beyond stating the bank "is number one in mobile banking," financial influencer Jim Cramer told Bank of America CEO Brian Moynihan on CNBC that he had "buried the lead" in his Q2 earnings call. Moynihan should have led with the bank’s "extraordinary app growth," said Cramer, noting it was "the theme to create better earnings down the road."

Results exceeded expectations as media placements grew 300% year over year. Leadership profiles appeared in top-tier outlets, including Glamour and Refinery29. Mobile user growth increased by 2.5 million, more than 20% year over year.

"Great job addressing the banking behaviors of today’s consumers," one judge said.

"Superb results from a well-planned and well-executed campaign," a second added.


Honorable Mention

Edelman and United Airlines
Changing the Legacy of Discontent

When Oscar Munoz became CEO of United Airlines in 2015, its reputation was nosediving. As the backlash intensified, the brand — with agency partner Edelman — used his honey­moon period to create change, gain employee and customer trust, and transform the dialogue surrounding United. A robust 100-day campaign included the launch of a platform to engage staff and customers, a staff conference, and the installation of free Wi-Fi on United’s fleet. Positive sentiment moved from 6% to 12%, while the airline’s intranet experienced a 30% year-over-year increase in page views.

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