When the National Association of Homebuilders needed a campaign to help their member associations promote the concept of Smart Growth, they asked for proposals from three agencies with experience in homebuilder marketing. After a meeting at the Association’s Washington, D.C. headquarters, Denny’s proposal was selected over two east coast competitors. The marketing kit that the team created included four print ads and radio and TV spots, and was distributed to homebuilder associations across the country. The campaign’s iconic imagery and persuasive copy were credited with raising awareness of the issue and improving the image of the industry.
During the dark days of the recession in 2009, the image of the financial industry was taking a hit, and local and regional banks were feeling it along with the Wall Street giants. To counter this, Standard Bank, a locally-owned financial institution with over forty branches in the Chicago area, wanted to highlight their local roots, their independence and their stability. In the first stage of the campaign, Denny and the team created ads that used full-length photos of SB employees with the tagline “Standard Bank...Standing Tall,” linking the company’s brand with real people and familiar faces. As the campaign evolved, it established the bank and its employees as part of the neighborhood, sharing the concerns and interests of local residents, and highlighted their involvement in community events. By leveraging the "neighborhood bank” theme across all channels, from print to TV to digital to earned media, the campaign differentiated Standard from the huge national banks and forged a personal connection with their customers and prospects.