MGSCOMM launches Hispanic effort for BB&T.

MGSCOMM launches original Spanish-language campaign for client BB&T. The new Spanish-language campaign, “El que sabe, sabe”, synergizes with the general market “Shared Knowledge” creative platform, connecting with Hispanic consumers through personal empowerment to make informed financial decisions.

“Consumer insights suggest that as Hispanics we are traditionally risk adverse with our finances, yet we realize that taking risks in life is important to succeed, states Manuel E. Machado, CEO/Co-Chairman, MGSCOMM. “When we think about the risks that Hispanics have already taken, whether immigrating for education or employment opportunities, BB&T can be their trusted advisor as they navigate change.”

Two thirty second television commercials illustrate BB&T as a trusted advisor highlighting its commercial and retail services, while emphasizing BB&T’s over 135-year history of sharing the knowledge that helps clients move confidently in the right direction.”

“We are very excited about the new Hispanic advertising campaign,” states Jorge Moller, SVP Multicultural Markets, BB&T. “MGSCOMM was able to run with our brand strategy and transcreate for our Hispanic audiences while giving the campaign the same look and feel as far as quality and tone but with Hispanic insight and flavor.”

“Follow the Lead” highlights a successful Hispanic business owner who took the financial path illuminated by sound judgment with BB&T. “Having a Baby” follows a young Hispanic couple empowered by the relationship with BB&T to make wise financial decisions. Campaign extensions include radio and print; public relations and grassroots activities round out the integrated Hispanic campaign.

Adds Machado, “The engaging visuals and memorable moment story lines capture the confidence BB&T affords its clients through personal attention and tools to navigate a better financial path. This confidence is reinforced by BB&T’s history of sound principles and excellence in community banking that stretches back to 1872.”

The campaign will run through October, heavily weighted in the Miami/Ft. Lauderdale market to coincide with the on-boarding of new clients to BB&T from the conversion of Colonial Bank, which was acquired in 2009.