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.
Maintain the hometown feel,
backed by big bank capabilities.
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.