JARED JOHNSEN
ACD / WRITER
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Wells Fargo Crisis Management Brand Campaign

How do you help save the country’s largest brand in banking after reputation-killing news like fraudulent customer accounts and shady sales practices?

By re-establishing it. To begin earning back people’s trust, we started with an honest film that said exactly what most brands in crisis don’t: we messed up. Then we pledged to re-establish the brand based on who we once were.

To demonstrate how, we followed with a series of product spots—each inspired by real stories from the company’s historic archives—to draw parallels between the historic company they once built and the products and values they were reestablishing it with today.

Each spot ends on a single refrain: It’s a new day at Wells Fargo, but it’s a lot like our first day. Established 1862. Reestablished 2018.

Wells Fargo “Re-Established 2018”

360 Campaign Featuring TV, Print, OOH, Radio, Digital & Social

How do you help a long-established financial brand after they’ve done something unthinkable (like create thousands of fake customer accounts)?!

By re-establishing it.

To begin earning back people’s trust, we went back to our beginning: 1852

The campaign launched with a brand film that said what most brands in crisis dodge: we messed up. Then, a series of more granular product spots announced how we were re-establishing the bank today based on symbolic brand stories from Wells Fargo’s historic archives.

BRAND LAUNCH FILM

PRODUCT TV and OLV

PRINT and OOH

CASE STUDY & DIRECTOR’S CUT

EARNED MEDIA

That time Alex Trebek (RIP) read my campaign on Jeopardy!

  • Forbes - Wells Fargo stages a reputation comeback

  • CNBC - Wells Fargo’s third quarter revenue tops expectations amid bank revamp

  • Fox Business - Warren Buffett lauds Wells Fargo as it launches brand campaign

  • Naples Daily News - More companies should fess up over the airwaves

  • Inc. - Saying sorry is always a good idea

  • Bloomberg - Wells Fargo is chasing the clean slate its ads predict

  • Spectrum News - In wake of scandals, Wells Fargo promotes improvements

  • Vanity Fair - The art of being a corporation with feelings

  • Adweek - Latest Wells Fargo snafu is a great example of the changes its ad campaign touts

  • Bloomberg - Wells Fargo CEO on new ad campaign, Fed policy and the bank's future

  • CNN Money - The strategy behind 3 corporate apology ads

  • Washington Post - Wells Fargo tries image rehab

  • Bloomberg - Wells Fargo customers are as loyal as before scandal

  • Rolling Stone - An ode to the corporate apology

  • The Wall Street Journal - "I'm Sorry"

  • LA Times - Wells Fargo launches ad campaign to leave accounts scandal behind

  • WERSM - This Week: The 10 most talked about TV ads on social (#2)

  • Charlotte Observer - Wells Fargo knows customers are still frustrated. Here's what they're doing about it.

  • Campaign Live - Wells Fargo faces own demons in new 'Earning Back Your Trust' spot

  • Omaha World Herald - Wells Fargo launches new push to fix its image

  • Bakersfield.com - Wells Fargo launches ‘Re-Established,’ a new brand campaign

  • Northwest Arkansas Democrat Gazette - Wells Fargo debuts ad campaign focused on regaining customers' trust

  • CNET - Ads aim to counter 'avalanche of smear'

  • CBS - What’s up with those ‘apology ads’?

  • Fast Company - The new wave of apology ads

  • Mintel - Wells Fargo looks to win back consumer trust

  • Impact - "Sorry, we screwed up"

  • 24/7 Wall St - Well Fargo renews its commitment to you

  • Esquire - Wells Fargo's comeback PR campaign

  • Forbes - How major corporations are negotiating very public apologies

  • PYMNTS.com - Wells Fargo launches new marketing campaign aimed at rebuilding trust

  • Ad Age - Watch the newest ad on TV from Wells Fargo