Axos Bank Selects Cutwater as Agency of Record

SAN DIEGO, Oct. 24, 2018 /PRNewswire/ -- Axos Bank has named creative agency, Cutwater, as creative agency of record. Cutwater will lead all of the brand's communications efforts, including brand strategy, creative and production. Cutwater will also handle all media planning while media buying and reporting will be shared between Cutwater and Axos' internal media division.

Headquartered in San Diego, CA, Axos Bank is a technology-driven financial services company providing a diverse and ever-growing range of innovative banking products and services for personal, business, and institutional clients nationwide.

"We strive to provide a comprehensive set of products and services through a seamless and convenient user experience," explained Greg Garrabrants, President and CEO of Axos Bank. "As consumers and businesses change the way they interact with banks, we see tremendous opportunities to promote our value proposition to a broader set of customers through our new brand."

Cutwater's first campaign for the brand entitled 'Greater Than' introduces their new tagline, "Banking Evolved." The campaign draws inspiration from the new Axos logo which utilizes a "greater than" symbol and highlights Axos' innovative services, setting them apart from their competitors in a fun, human and relatable way. This targeted digital and social campaign launches in October, with an additional unexpected and impactful creative effort which will release in the new year.

"We're excited about this partnership with Axos Bank as its allows us to bring our integrated creative and media offering to the financial services industry," said Christian Hughes, Principal & President of Cutwater. "We look forward to introducing the new Axos Bank brand to the world in the coming months."

About Axos Bank
Axos Bank is a nationwide bank that provides financing for single and multifamily residential properties, small-to-medium size businesses in target sectors, and selected specialty finance receivables. With nearly $10 billion in assets, Axos Bank provides consumer and business banking products through its low-cost distribution channels and affinity partners. For more information on Axos Bank, please visit axosbank.com.

About Cutwater
Cutwater is an independently owned full-service creative agency based in San Francisco, California that helps brands find their cutwater — the sharpest visual and verbal articulation of the brand's idea. This is fueled by a strategic and creative process that utilizes multi-disciplinary teams of experts to work as one on what a brand can really stand for; its point of view on the world. They translate brands' cutwater into content they publish across media and through technology; turning brands into channels and consumers into fans. They've done this for some of the most iconic brands in the world including Brawny, Levis, Jeep, Peet's, Ray Ban and LensCrafters, as well as exciting challenger brands like Sunrun, Feeding America, Ariat and American Giant. Cutwater is led by Founder and Chief Creative Officer, Chuck McBride, and Principal and President, Christian Hughes. For more information, visit www.cutwatersf.com.

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