Taking Relationship Banking to the Next Level

Agency: Fallon


Creative agency Fallon has released its newest campaign for KeyBank, highlighting the brand’s commitment to relationship banking and its positive impact within communities and on people’s lives. The work, which goes live on June 5 in select U.S. markets, channels the spirit of KeyBank’s frontline bankers by showcasing small, genuine acts of care. In spotlighting these minute yet powerful acts, the campaign forwards the idea that every little moment matters in the current economic climate and the stresses everyday people face.

“When it comes to relationship banking, KeyBank doesn’t just talk the talk, they walk the walk too,” said Nikki Baker, Co-Chief Creative Officer at Fallon. “It was important to showcase those authentic relationships and ensure the genuine caring spirit of KeyBank bankers was prevalent in this new campaign. They’re not just providing a service but meeting people in the moment no matter how big or small.”

The campaign will run across multiple platforms, including broadcast, digital, radio, social and OOH – a variety aimed at reaching people where they are. The centerpiece is three :30 and :15 spots, each directed by acclaimed director Harold Einstein, esteemed in his own right among the directorial space.

As the brand’s AOR, Fallon’s strategic and creative output underscores KeyBank’s human side of the equation, rather than the standard rewards programs or credit offers. The campaign is designed to improve overall brand health, drive acquisition, and deepen retention in a highly commoditized category full of lip service versus actionable support.

This professional campaign titled 'Taking Relationship Banking to the Next Level' was published in United States in June, 2023. It was created for the brand: KeyBank, by ad agency: Fallon. This 360° medium campaign is related to the Finance industry and contains 3 media assets. It was submitted about 1 year ago.


Patty Jurca: Chief Marketing Officer
Michael Varvaro: SVP, Brand, Creative & Media
Kelly Reitnour: SVP, Brand and Sports Marketing
Erin Srsen: Lead Marketing Consultant
Terri Tancredi: Senior Marketing Consultant

Nikki Baker: Co-Chief Creative Officer
Leslie Shaffer: Co-Chief Creative Officer
Melissa Hoke: Creative Director
Emily Swenson: Creative Director
Reed Hoffman: Copywriter
Justine Pelayo: Art Director
Savanah Brihn: Strategy Lead
Emma Pindell: Senior Strategist
Brendan Lawrence: Director of Integrated Business Affairs
Rob Lee: Executive Producer
Alex Roundtree: Producer
Andy Rhode: Director of Media
Rachel Quinlan: Group Media Director
Sam Dono


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