HY Connect Adds First Tennessee to Roster

Posted by on Sep 26, 2013
HY Connect Adds First Tennessee to Roster

First Tennessee, a leading regional bank serving customers in the mid-South, has tapped HY Connect to lead its brand marketing and communications. Consumer mindsets have changed drastically since the mid-2000s and First Tennessee needed to reposition itself to address the changing financial services environment and evolving consumer and business needs. Following extensive research, HY Connect created a new positioning and new campaign, Take Good Care of Your Money.

“Environmental changes in just a few short years – everything from consumer behavior to lingering economic challenges – put the consumer in the driver seat. First Tennessee needed a position that combined the strengths of its brand with the strength and drive of the enlightened consumer,” said First Tennessee VP, Brand & Sponsorship Manager Paula Beale.

The new campaign addresses this mindset. It reflects a respect for the customer, the modern conveniences of the experience and the sensibility that your bank thinks about money like you do.

“With the challenges facing financial services we knew we had to understand the brand equities and opportunities to find that sweet spot,” said HY Connect President Dave Sheehan. “Research made it clear that the new pragmatic customer is in control and that the role of the bank is different now.”

The campaign includes television, print, radio, and digital and is running now throughout Tennessee for consumer, business and wealth management services.

First Tennessee