SunTrust Banks, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
SunTrust, based in Atlanta, GA, is one of largest bank holding companies in the country. The company has locations throughout the country, but operates primarily in the Southeastern United States. Consumers, small businesses and large corporations and institutions are provided service through SunTrust's five business units: Commercial, Corporate & Investment, Mortgage, Retail and Wealth & Investment Management.
|Main Telephone||(800) 786-8787|
|Main Fax||(901) 523-3266|
SunTrust Banks, Inc. ContactsContacts (5/50)
|Johnny M.||Chief Executive Officer & Regional President||TN|
Sample of Associated Brands
|Gary P.||Chairman, President & Chief Executive Officer - Central Banking Division||GA|
|Thomas F.||Management Executive, Consumer Banking & Private Wealth||GA|
|Bill R.||President, Chairman & Chief Executive Officer||GA|
|Susan J.||Chief Marketing Officer||GA|
|SunTrust Banks, Inc||*******|
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H1 Digital, TV Opps: SunTrust to air first Super Bowl ad
Subject: Digital, online, social media
Company: Winmo), based in Atlanta, GA is one of the largest bank holding companies in the country, with about $175 billion in assets and 1,500 bank branches across the Southeast.
Opportunity: SunTrust has decided to air its first-ever Super Bowl ad, created by new(ish) creative AOR StrawberryFrog. The Super Bowl spot – “Hold Your Breath” – will air during the two-minute warning commercial break in the game’s fourth quarter and is part of a larger integrated campaign that is slated to run through February. The campaign includes online video and TV ads (while the Super Bowl spot is 30-seconds, subsequent airings will be of a 60-second spot). As opposed to touting new products or services, SunTrust’s upcoming campaign focuses on inspiring financial awareness and guidance in general. “Our Super Bowl ad is a shift from business-as-usual. It’s about raising awareness that financial stress is a serious issue and it’s time to do something about it,” said CMO Susan Somersille Johnson.
The ad is the first in what SunTrust is calling the “Onward and Upward” (or “onUp”) movement. So, look for additional brand awareness and product-specific campaign dollars, as later this year the company will offer companies “financial fitness” programs for their employees.
Therefore, B2B and B2C sellers should keep reaching out to secure digital, print and TV dollars. CFO Aleem Gillani pointed out in the Q4 earnings call that marketing dollars would be weighted more heavily in H1, so reach out for dollars now. Pay special attention to the period around the end of tax season, as financial institutions are likely to air ads touting their ability to help consumers make the most of potential returns.
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Media Spend: According to Kantar Media, SunTrust spent $12.5 million on measured media in 2014. Most of this is allocated to spot TV (33.1%) and radio (38.6%). The remainder is dedicated to display ads (15.7%) and newspapers (10.7%). If spending continues in the same way, this should leave around $8 million in marketing spend for the rest of 2016 (Super Bowl ads tend to average around $4.5 million per spot).
National TV Ads: This year’s Super Bowl ad marks the first national TV buy for the company, which focuses on consumers and small businesses in the Southeast and mid-Atlantic US. In years past, SunTrust has purchased local ads in certain markets during the game. The video above is a sneak peak of the Super Bowl 50 ad from iSpot.
Digital Breakdown: According to Moat, SunTrust ran 56 display ads on 1,432 publishers (<1% mobile). Top ad destinations included 6pm.com, likes.com, glassdoor.com, about.com and ratemyteachers.com (2% placed site direct versus programmatically). SunTrust also ran 56 high impact ads and two video ads last year.
For comparison, in 2014 90 display ads and 246 high impact ads were run on 5,347 publishers (<1% mobile; 1% placed site direct).
303 Peachtree Center Ave.
Atlanta, GA 30308
Susan Somersille Johnson
Executive Vice President & Chief Marketing Officer
Brand, Advertising & Digital Executive