Valley National Bank @ RodríguezMejer Advertising.

Valley National Bank has selected RodríguezMejer Advertising as its Hispanic advertising agency. RodriguezMejer will assist Valley in developing marketing and advertising plans, as well as creative, to address the many Hispanic communities of Northern New Jersey and Manhattan that Valley serves. RodríguezMejer will be working together with Gillespie, Valley’s general market agency.

“Throughout Valley’s 75-year history, we have witnessed many changes in the demographics of the marketplace we serve,” said Gerald H. Lipkin, Chairman, President and CEO of Valley. “The recently completed census confirmed what we already knew – there has been tremendous growth in the size and diversity of the Hispanic community. And, with the assistance of RodriguezMejer, we intend to communicate Valley’s strengths, such as our commitment to superior customer service and community-focused banking, in the language that unites the Hispanic community.”

“Our goal is to reinforce Valley’s commitment to the Hispanic community it already serves and to show this audience that Valley has the products and services that will help individuals and families grow, and their communities flourish,” said Federico L. Mejer, Partner at RodriguezMejer Advertising.

Working with Gillespie, RodriguezMejer has adapted Valley’s position of “Banking/Just like its supposed to be”, into “Tu Banco. Como debe ser.” (or Your bank. Just the way it’s supposed to be.”). Alberto R. Rodriguez, Creative Director and Partner at RMA said, “One little word makes all the difference in Spanish. By adding “Your” to the equation, we shift the perception of Valley as just another bank, to both the “individual’s” as well as the “Hispanic community’s” bank.

RodríguezMejer will initiate the first of 5 campaigns slated for 2001, with the introduction of “Kids First Savings Club,” a new savings opportunity for children and teenagers 18 years old and younger. The “Kids First Savings Club” is a new passbook savings account designed to promote the importance of saving money for short and long term goals and will pay an annual percentage yield (APY) of 4.00%. The advertising budget is undisclosed.

“Kids First helps parents teach their children the importance of saving, and taps into the focus that Hispanic parents place on their family and future,” said Lipkin.