TotalBank launches ‘Confidence’ with República.

TotalBank announced it has kicked off a branding effort with a new bilingual print, radio and online advertising campaign and tagline “Bank with Total Confidence.” The campaign, created and developed by República, TotalBank’s new full-service agency of record, focuses on consumer confidence and takes a straightforward approach to current economic issues.

TotalBank’s “Confidence” campaign emphasizes its stability, liquidity, growth and commitment to the South Florida market. As a subsidiary of Banco Popular Español, TotalBank enjoys the financial backing of the third largest banking group in Spain and one of the highest rated and most efficient banks in Europe. Global Finance magazine has ranked Banco Popular Español the 20th safest bank in the world.

“TotalBank continues to enjoy a strong and solid financial footing,” said Bill Heffernan, CEO and president of TotalBank. “Our campaign will re-enforce our position with consumers that their money is safe and secure at TotalBank because we have the assets, capital and management in place to continue to meet their personal and business needs.”

República has been TotalBank’s public relations agency since November 2007 and now takes on the additional advertising duties. “We are thrilled to be working with TotalBank as its new advertising agency,” stated Jorge A. Plasencia, chairman and CEO of República. “República has been the public relations agency of record for TotalBank for the past year and we are very excited to now become the bank’s full-service agency,” added Plasencia.