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Amerant Launches First Advertising Campaign as Community Bank Rebrands in New 360° Initiative Created by Nobox
- Wednesday, May. 8, 2019
Miami Agency Won the Marketing Assignment for Amerant Last Year in Competitive Review
Amerant, the largest community bank, headquartered in Coral Gables, Florida, today launches its first advertising campaign, a collaboration with Nobox, the next-generation indie agency, which won the assignment in a competitive review last year. The campaign includes Addressable TV, OOH, print, native, digital, social, mobile, events and on-premise design, and will leverage innovations in paid and earned social media. Nobox will also conduct media planning and buying for the campaign.
The initiative follows the renaming of Mercantil Bank to Amerant Bank with a new logo and the slogan “Meant for You.” The name change was announced last year as part of the bank’s growing commitment to its core values as a community bank and evolution towards an improved individualized offering for customers. Nobox was selected to help craft a strong consumer-facing voice for Amerant rooted through digital platforms which emphasize the brand’s identity as a new kind of community bank with the tagline “The Community Bank Reinvented.” The campaign’s creative focuses on Amerant’s high-touch personal service, which is “close to you, so you can be closer to your dreams.” A key graphic element is the transformation of the Amerant brand icon into a portal that reveals financial and lifestyle opportunities for customers.
“We were looking for an agency that would craft a relevant campaign with a solid combination of great storytelling and innovation, giving Amerant the right level of sophistication to stand out,” said Roberto Isasi, Executive Vice President of Marketing for Amerant. “Nobox has made the difference. They have translated Amerant’s commitment and values into a very dynamic aspirational communication. We are thrilled to be working with Nobox as partners on our first, comprehensive, full-court marketing effort.”
“Amerant is a perfect fit for us,” said Jayson Fittipaldi, Founder and Chief Innovation Officer at Nobox. “They demonstrated that they are open-minded and keen to collaborate on something epic. In a world cluttered with impersonal financial and banking institutions, Amerant stands out as an original, local, human-scale bank. We look forward to spreading Amerant’s message, delivering it with conviction and creativity.”
Nobox Chief Creative Officer Marcus Kawamura added: “Our goal was to create a unique tone of voice for Amerant within the community bank category, bringing a new approach to it, underscoring the bank’s close relationship with its customers and its extensive capabilities backed up by the company’s 40 years in the market.”
Nobox won the Amerant assignment following rapid growth of the agency in the American market, on the heels of a string of new U.S. business wins, new hires including Marcus Kawamura, a former CP+B creative director, and an agency move into larger headquarters located in the Coconut Grove section of Miami.
To view Amerant’s breaking :30 TV spot please visit: https://youtu.be/e_9aHvlEPVI
About Mercantil Bank Holding Corporation and Amerant Bank
Mercantil Bank Holding Corporation (NASDAQ: AMTB and AMTBB) is a bank holding company headquartered in Coral Gables, Florida. The Company operates through its subsidiaries, Amerant Bank, N.A., Amerant Investments, Inc. and Amerant Trust, N.A. The Company provides individuals and businesses in the U.S., as well as select international clients, with deposit, credit and wealth management services. The Bank, which has operated for almost 40 years, is the largest community bank headquartered in Florida. Amerant Bank operates 23 banking centers – 15 in South Florida and 8 in the Houston, Texas area, as well as a commercial real estate loan production office in New York City and a loan production office in Dallas, Texas. For more information, please visit amerantbank.com or investor.amerantbank.com.
A next-generation Indie agency, Nobox combines the talents of a unique group of executives, geeks and digital pioneers who create marketing solutions that blend strategic creative with advanced technologies in order to transform the way consumers and brands interact and engage. With headquarters in Miami and satellite offices in Bogota, Sao Paulo, Mexico City and Kingston, Nobox focuses on digital, social and beyond for global brands, delivering Ideas that Transform. Clients include Netflix, Marriott, Pepsi, Playstation among others. Visit Nobox @ www.nobox.com