The campaign takes a three-pronged approach that includes outreach to current bank customers, building awareness among prospective customers, and communications to the employee base, according to Sue Mallino, executive director of global communications at GMAC. The outreach effort includes both PR and advertising.
GMAC enlisted CJP Communications in February to help with its consumer-facing identity. The firm has been focused on consumer media outreach related to the launch. Internal communications has also been key with locally hosted town hall meetings and other communications from GMAC CEO Al de Molina.
“The new brand is really an effort to build upon our heritage as well as to reach new customers,” said Mallino. “We want to communicate that we have a new approach to the banking industry that we think customers will find attractive.”
In announcing the new name, the company said brand messaging will emphasize “straight talk” with customers, and products and services that lack teaser rates, penalties, “sneaky disclaimers,” and other practices.
“We are launching a new brand with a new approach of treating customers with total transparency,” said CEO de Molina in a press release statement.
In addition, the new brand will not shy away from its nearly century-long history with GMAC. Ally Bank is a unit of GMAC Financial Services, which recently became a bank holding company. GMAC has also received billions in TARP funding. The Treasury Department also gave GMAC an additional $7.5 billion, the company announced on May 21.
“We don't see that GMAC relationship as a negative,” said Vinoo Vijay, brand, advertising, and product executive for GMAC and Ally Bank. “We have something really compelling to say, a challenge for the industry. The goal is getting people to see the real value so we can get past those issues.”