The $8.5 billion BECU of Seattle cited recently as a favored financial institution in the media and Congressional focus on big bank practices is prepping for a February marketing campaign tapping into the "mad as hell" sentiment.
BECU officials told Credit Union Times the marketing foray "including the full complement of TV, radio, print and online spots" will avoid any "bank bashing" but will push CU strengths while containing a sharper edge to traditional CU awareness ads.
"We will become a little more assertive in our ads, less passive as we try to key into what makes consumers so mad," said Toby Travis, senior marketing strategist for BECU, which is using two Seattle agencies, DNA Seattle and Zaaz Inc., as part of the rebranding effort.
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