NEW YORK: US Bank has appointed MWW as its first AOR for PR to support the company’s external communications and increase brand awareness.
MWW did not compete in a review for the business. The firm's New York office is leading account work with support from other US locations and its London team, said Michael Kempner, MWW president and CEO.
"We are in the initial stages of developing the program, starting with development of a master corporate narrative that will allow the bank to tell its already compelling, purpose-driven story to a wide range of stakeholders," he explained.
MWW's corporate reputation management team is spearheading the program, with help from its research and insights and social media experts.
MWW is also working on US Bank’s "core business," said Kempner, such as driving national media coverage for its recent small business survey, which gauges economic sentiment and outlook among small business owners.
Other tasks include supporting US Bank’s efforts to improve financial literacy among high school seniors and college students and working on its Elavon business. Elavon is a provider of payment-processing tools and technologies.
"The goal is really to help [US Bank] define and elevate their brand," said Kempner.
He added that US Bank has a strong legacy that spans more than 150 years, so the objective is to broaden the company’s reach by telling its story to more audiences.
Contract length and budget information on the account were not disclosed.
US Bank operates more than 3,100 offices in 25 states, along with more than 5,000 ATMs, according to a company statement.