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Bank of America Attempts to Repair Image

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Bank of America - Kodachrome
Bank of America – Kodachrome

It will not be an easy task to rehabilitate Bank of America’s image. Skank of America, as some call it, is a particularly juicy target for the Occupy Movement folks, with good reason.

Bank of America has shifted brand advertising duties to a WPP team from Omnicom Group’s BBDO, according to two executives familiar with the matter.

The selection of WPP comes after a process that the bank, under its CMO Anne Finucane, began in January. WPP will now be responsible for the rollout of a new strategic positioning — or what Bank of America was internally calling the development of a “North Star” that would signal to Wall Street and consumers that it’s a new day at the bank, helping to repair the company’s tarnished image.

The agency change will likely lead to BofA shedding its current “Bank of Opportunity” slogan, which was developed by BBDO. The tag was adopted a few years ago to replace the prior “Higher Standards” campaign, but it lost resonance amid a recession that tightened consumers’ purse strings and crippled many small businesses across America.

WPP’s Brand Union was already assigned to Bank of America, so the holding company secures an even larger place on the bank’s roster with this win. Interpublic Group of Cos.’ Hill Holliday, which has handled marketing duties for the bank’s wealth management and corporate social-responsibility operations, among other things, is expected to retain its work. Those agencies either could not be immediately reached or referred calls to Bank of America, which did not return a request for comment by press time.

It’s unclear what the moves mean for Bank of America’s PR shop, Weber Shandwick. Media duties and digital were not in play.

According to Ad Age’s DataCenter, BofA is the 17th-largest marketer in the country, with $1.55 billion in ad spending in the U.S. The company’s rethink comes amid widespread mistrust of large financial organizations that manifested in the Occupy Wall Street movement.

(click here to continue reading Bank of America Moves Brand Advertising From BBDO to WPP | Agency News – Advertising Age.)

JP Morgan Chase Bat Signal
JP Morgan Chase Bat Signal

Stunts like these won’t help:

Jamie Dimon, chief executive of JPMorgan Chase and the industry’s regulation-basher in chief, has called for a sit-down next week between the heads of four of the nation’s biggest banks — JPMorgan, Goldman Sachs, Bank of America and Morgan Stanley — and Federal Reserve Governor Daniel Tarullo, the Wall Street Journal is reporting.

The purpose of this friendly get-together will be to express the banks’ displeasure about financial regulation, particularly a Fed plan to limit the banks’ exposure to derivatives tied to the credit of foreign governments and other banks.

According to the WSJ:

bankers will tell regulators that the rule is based on “unrealistic” standards and could foster “potentially destabilizing” market shifts, according to two draft letters reviewed by The Wall Street Journal.

In other words: Nice economy you’ve got there. Shame if anything should happen to it.

(click here to continue reading Bank CEOs To Tell Fed Regulation Is ‘Unrealistic’: Report.)

plus ça change…
plus ça change…

and there was this, as reported by Aaron Krager of Gapers Block:

Under the recent settlement between big banks and multiple state’s Attorney General gives Bank of America a pass in the alleged fraud against homeowners. The Home Affordable Modification Program should help homeowners restructure their loan in order to stay in their houses. But BofA put up roadblocks to prevent many of these according to a lawsuit.

As the bank installed single point of contacts for homeowners, as directed under consent orders with federal regulators in April, Mackler was promoted. As a SPOC, he allegedly escalated homeowners’ concerns up the hierarchy and allegedly learned another BofA employee told at least one homeowner to voluntarily cancel her HAMP request with the promise of a private modification — a violation of HAMP guidelines. The settlement released BofA from this lawsuit and further prevents the American public from learning the depths the banks went to defraud their consumers.

Since the bank bailout by the federal government through the Troubled Asset Relief Program, Bank of America posted $5.5 billion in profits while paying in no taxes. The bank did pay back the $45 billion they received from TARP. Companies are expected to pay a marginal tax rate of 35 percent but have lobbied Congress and state legislatures for favorable tax loopholes that they regularly utilize to their advantage.

From 2008 to 2011 Bank of America spent more than $15.77 million in lobbying expenditures, according to OpenSecrets.org. Portions of the lobbying undoubtedly goes to loosening regulations but the creation and protection of tax loopholes cannot be dismissed.

(click here to continue reading Bank of America Ignores Citizen Tax Enforcers – Gapers Block Mechanics | Chicago.)

Written by Seth Anderson

May 4th, 2012 at 7:28 am

Posted in Advertising,Business

Tagged with ,

One Response to 'Bank of America Attempts to Repair Image'

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  1. Bank of America & BBDO are BOTH THIEVES, LIARS & CORRUPT!

    BofA has helped put this country in ruin & stolen Americans’ homes and $ with their ways.

    BBDO are lying THIEVES & their MADMEN STEAL SONGS for BOA and other ADS.

    There NEEDs to be a MAJOR INVESTIGATON into BBDO & their practices!

    Maybe thats why BOA dumped BBDO, BUT makes NO DIFFERENCE, all their henchman are ALL GUILTY & headed for more ruination & DISGRACE with only themselves to blame!

    “Instant Karma’s gonna get you…” – John Lennon

    GoAheadWindMeUp

    4 May 12 at 9:06 pm

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