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As Banks Take Heat, WaMu Goes "Optimistic"

Washington Mutual has rolled out a new advertising campaign that features print, billboards, radio, TV, direct mail and the Internet and is built around the "Whoo hoo!" theme, That tag, the company says, is supposed to reflect moments of "a dream-like state where customers visualize moments of personal elation in response to learning about WaMu products and services."

At the same time, WaMu has dumped the suited "bankers in the pen" that represent villainous competitors that nickel-and-dime their customers. WaMu switched its advertising account from Leo Burnett to TBWA/Chiat/Day last year and says the new campaign is "a more forward-looking, optimistic approach," that emphasizes "who we are" rather than "who we're not."

Read the whole story at Seattle Post-Intelligencer »

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