In 2016, Fifth Third set out to find a new agency partner to help shift perceptions and disrupt the banking industry in their footprint. The partnership between Fifth Third and Pereira O'Dell commenced in early 2017 and was soon followed by the launch of the campaign: "This is Banking a Fifth Third Better" appropriately on May 3rd. The launch of the campaign represented a new era for Fifth Third and reinvigorated their commitment to their customers and to their entire organization.