BBVA Compass launches new tagline, touts commitment to delivering a brighter future

HOUSTON, May 4, 2015 /PRNewswire/ -- BBVA Compass today announced the launch of a new brand campaign and tagline — "banking on a brighter future" — conveying its desire to give people better control of their financial lives through trusted advice and personalized, fast and convenient services.

The new branding supports the bank's strategic push to keep clients, and their needs, at the forefront of its plans to create an industry leading, innovative and transparent bank. Underpinning the brand positioning is a set of core values, among them leadership in technology and innovation, a unified, collaborative team, and "banking it forward" by doing good in BBVA Compass' communities.

BBVA Compass Chairman and CEO Manolo Sanchez said "banking on a brighter future" is more than a tagline.

"We're rethinking how we present ourselves to customers in all areas of the bank, ensuring our actions match our words and creating experiences that improve people's lives," he said. "We want to define ourselves by helping our clients through all their wants and needs, going beyond what's expected and sharing our abundant enthusiasm along the way."  

BBVA Compass Chief Marketing and Client Experience Officer Jennifer Kelly Dominiquini said the bank's brand strategy was influenced by internal and external research — like the findings in the American Psychological Association's "Stress in America" survey released in 2015 — that continues to point to money and finances as a significant source of stress for adults.

"That finances are a source of anxiety is not a big surprise, but we feel that banks can — and should — help clients manage some of that pressure so they can better control their financial lives," said Dominiquini. "That's clearly what they need from a bank and we're confident in our ability to step up and provide advice and services that simplify their lives instead of complicating them." 

New marketing supports launch

Dominiquini said BBVA Compass will begin using its new tagline and brand positioning in advertising this spring to showcase products and services that help ease the stresses of everyday banking.

The new ads will promote consumer checking, the bank's budgeting tools, mortgages, and small business, commercial and private banking offerings, among others.

New radio spots debut in 20 markets across the bank's Sunbelt footprint this week, expanding to a broader digital advertising push in mid-May. Print advertising will also run in select markets.

The new advertising features people engaged in life's brighter moments with friends and family, reinforcing the bank's role in helping clients enjoy what matters most, without unnecessary worry or distractions.

"Life is made up of many moments, and as a bank, we should be there to enhance the good and have ready advice to minimize the bad," said Dominiquini. "Either way, we see our role as being a trusted partner rather than an additional source of stress. Our desire is for our clients to see us as a way to 'bank on a brighter future.'"

About BBVA Group

BBVA Compass is a subsidiary of BBVA Compass Bancshares Inc., a wholly owned subsidiary of BBVA (NYSE: BBVA) (MAD: BBVA). BBVA is a customer-centric global financial services group founded in 1857. The Group has a solid position in Spain, is the largest financial institution in Mexico and has leading franchises in South America and the Sunbelt region of the United States. Its diversified business is geared toward high-growth markets and relies on technology as a key sustainable competitive advantage. Corporate responsibility is at the core of its business model. BBVA fosters financial education and inclusion, and supports scientific research and culture. It operates with the highest integrity, a long-term vision and applies the best practices. The Group is present in the main sustainability indexes. More information about the BBVA Group can be found at www.bbva.com.

About BBVA Compass

BBVA Compass is a Sunbelt-based financial institution that operates 672 branches, including 341 in Texas, 89 in Alabama, 77 in Arizona, 62 in California, 45 in Florida, 38 in Colorado and 20 in New Mexico, and commercial and private client offices throughout the U.S. BBVA Compass ranks among the top 25 largest U.S. commercial banks based on deposit market share and ranks among the largest banks in Alabama (2nd), Texas (4th) and Arizona (5th). BBVA Compass earned the top ranking with customers in American Banker's 2014 annual reputation survey of the top 25 largest U.S. retail banks. It also has been recognized as one of the leading small business lenders by the Small Business Administration and in 2014 ranked 12th nationally in total SBA loan volume. Additional information about BBVA Compass can be found at www.bbvacompass.com, by following @BBVACompassNews on Twitter or visiting newsroom.bbvacompass.com. 

Editor's Note:
BBVA Compass is a trade name of Compass Bank.

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SOURCE BBVA Compass

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