• by Larissa Faw , January 5, 2017

Flagstar Bank is naming Bernstein-Rein as its AOR following a formal review that began last summer and featured five finalists. The incumbent agency was Michigan's Daniel Brian Advertising, which held the account since 2015.

Bernstein-Rein will be tasked with raising national awareness for the fifth-largest savings bank in the country as well as deepening consumers’ understanding of Flagstar’s “craft” message to attract people seeking the care and attention that larger institutions don’t always provide. The first creative under this craft brand positioning will debut in the spring of 2016.

“We were looking for a marketing partner to elevate and expand our craft brand position — someone who could offer solutions tailored specifically to our customers’ needs,” stated Matt Allen, chief marketing officer, Flagstar. “We connected right away with the entire Bernstein-Rein team, who not only brought us strategic and original ideas on how to tell our story, but also the process and operational discipline to bring those ideas to life.”

Flagstar Bank is the largest banking company headquartered in the Michigan, a top-tier mortgage originator in the country, and one of the nation’s top 10 largest savings banks. With corporate offices in Troy, Mich., Flagstar Bank is a full-service bank with 100 branches in communities across the state. It also provides home loans through a wholesale network of brokers and correspondents in all 50 states, as well as through 31 retail locations in 21 states. Chartered in 1987 as a federal savings bank, Flagstar has assets of $12.5 billion.

The review was managed by the AAR Partners.