BBVA Compass launches first U.S. advertising campaign.

BBVA Compass announced the launch of its first ever U.S. advertising campaign, designed to establish BBVA Compass as the bank that helps customers through every stage of their life, listening and partnering with them to develop the best possible solution for their unique needs and particular situation. The new campaign is the result of a collaborative effort by BBVA Compass and GSD&M Idea City and is the first to support the fully integrated and rebranded BBVA Compass. Launched across the bank’s six-state footprint, it aims to engage customers while delivering on a promise of trust and dependability during these difficult times.

With the tagline “banking built for you,” the advertisements support the BBVA Compass new brand promise “Solutions Built Around You.” The brand promise is closely aligned with the BBVA Compass business strategy and its customer-centric, universal banking model.

Through a mix of media which includes TV, radio, online, OOH and print and a Hispanic marketing component, the advertisements demonstrate the holistic approach that BBVA Compass takes to serving clients and tailoring solutions around their needs, thereby offering them banking solutions that will help make their lives easier. It also serves to illustrate the BBVA Compass commitment to identifying opportunities to build solutions around all stakeholder groups, including the communities in which it operates and the employees which it serves.

“BBVA Compass has come a long way in two short years. We have integrated four US banks into one unified strong franchise, changed our logo and signage to show that we are a proud member of the BBVA Group and updated our web page and email addresses to reflect the same,” said Jose Maria Garcia Meyer, BBVA Country Manager – U.S. and Chairman of BBVA Compass. “The ‘banking built for you’ advertising campaign is another step in the transformation of BBVA Compass and will serve to educate the public at large on why we are a different kind of financial institution and one that is coming from a position of strength in the market which allows us to be committed to building solutions for our customers, communities and employees.”

The “banking built for you” campaign is multi-faceted in messaging and approach. It simultaneously delivers on BBVA Compass commitment to look across the organization and bring the entire resources of the bank to a customer while also allowing the organization to look beyond current capabilities and take a future-oriented approach.

“As we began the research behind our new brand campaign, we discovered that customers in today’s environment are looking for a financial institution that will provide the guidance and support of a partner while allowing them to tailor products to their evolving financial needs,” said Frank Sottosanti, Chief Marketing Officer for BBVA Compass. “As a result ‘banking built for you’ was a homerun in our research and also dovetails perfectly with BBVA Group’s global positioning statement, ‘We walk alongside our clients through life’s stages, anticipating their most important decisions and providing the best possible solutions.”