City National Bank

Teaching an old bank new tricks requires a hefty dose of patience and persistence. When I joined in December 2019, City National was freshly acquired by RBC yet still a fiercely independent regional bank.

Our goal

Maintain the hometown feel,

backed by big bank capabilities.

My goal

Establish a brand voice that Mom would trust.

Turns out explaining WTH is a HELOC? can double your conversion rate.

As the Official Bank of the Tony Awards and Tribeca Festival, we stayed local and used programmatic OOH and retargeting to drive 416% lift in intent to bank.

Special thanks:

Nicole Oliha, Head of Brand Strategy & Creative

Susie Perez, Brand Strategist

Lori Cicero, Art Director

Paul Allen, Art Director

Paige Smart, Senior Copywriter

Diego Mojarro, Head of Production

Joanna Baker, Creative Producer

Critical Mass


TRYBE Production Collective