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How SunTrust Bank Worked to Build Trust Among Distrustful Consumers

Friday, August 27, 2010

When Rilla Delorier assumed the post of chief marketing officer of SunTrust Bank in 2008, the banking crisis presented her with an opportunity -- to position SunTrust as a beacon in the storm, through new advertising from Mullen that launched in October of that year with the tagline, "Live Solid. Bank Solid." "The campaign launched based on research that we were doing with clients at the time that showed that people were waking up to living within their means," said Ms. Delorier, who previously was director-marketing for the bank's wealth-management business. "We went from concept to launch in six weeks."

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