McCann-Erickson has won a dollars 50 million assignment to relaunch
Deutsche Bank, the world’s largest bank, as a global institution.
The move follows the bank’s pounds 6.2 billion acquisition of New
York-based Bankers Trust, a deal that makes it one of Europe’s most
influential financial institutions, with 2,375 offices in 68
McCann’s Frankfurt office is the lead agency on the account, but the
London office will play a key role as four out of five Deutsche Bank
divisions have their headquarters there. The task is expected to be
worth around pounds 10 million to the London office.
McCann was appointed last month without a pitch. New work breaks across
Europe this week, with a corporate campaign, covering TV, print and
internet advertising, running alongside a campaign for all the bank’s
business divisions. It is the first time a Deutsche Bank campaign has
covered all business areas.
’This is a bold stance by Deutsche Bank to brand a major global
financial services powerhouse with a central branding concept, covering
everything from investment banking to real estate,’ Ben Langdon,
McCann’s chief executive, said.
The aim of the campaign is to raise awareness among the business
community of Deutsche Bank as an integrated financial services company.
It will focus on the bank’s brand values using key words, such as
’performance’ and ’creativity’, followed by the line ’... is leading to
A series of ads will highlight the capabilities of the bank’s specialist
divisions. Deutsche Bank operates in three core areas: retail and
private banking, corporate, governmental and institutional banking and
The bank appointed Edelman PR Worldwide to work on a communications
strategy following the Bankers Trust acquisition and earlier this year
it appointed Grey Dusseldorf to handle the introduction of Deutsche Bank