Fifth Third Bancorp Reveals New Brand Platform: “This is Banking a Fifth Third Better”

  • May 03, 2017
  • Latest Work
  • Press Release

This is Banking a Fifth Third better. That’s the idea behind the new advertising campaign from Fifth Third Bancorp launching this week.

CINCINNATI, May 3, 2017 – This is Banking a Fifth Third better. That’s the idea behind the new advertising campaign from Fifth Third Bancorp (NASDAQ: FITB) launching this week.

“Throughout the campaign, we will share solutions and real stories that are meaningful to customers and, when added together, they will show that we are helping to build a better kind of bank,” said Matt Jauchius, chief marketing officer for Fifth Third Bancorp. “We are showcasing compelling messages that link to Fifth Third’s vision to be the One Bank people most value and trust.”

The campaign plays on the improper fraction that is the Bank’s name. As a fraction, 5/3 translates to more than 100 percent – 166.7 percent, to be exact – and going the extra mile to help customers reach their financial goals.

“The platform really resonated with groups both inside and outside the Bank as ownable, unique and relevant,” said Dennis Giglio, senior vice president of brand and advertising at Fifth Third. “Our advertising will feature proof points that demonstrate investments made to make banking 166.7 percent simpler, safer, more convenient and more valuable for our customers.”

The San Francisco-based agency Pereira O’Dell created the campaign after research that included conversations with Bank executives, employees, customers and other stakeholders.

“We started with a powerful idea that was staring at us directly in the face” said Pereira & O’Dell’s Co-Executive Creative Director, Robert Lambrechts. "Fifth Third is a unique name, but more importantly the bank has a legitimate reputation for working hard to go the extra mile for their clients. Subconsciously, I believe they always held themselves to the 166.7% standard; we simply helped them articulate it in an exciting, memorable way for consumers."

The advertising campaign will launch with a series of high-impact TV commercials and digital ads, radio, social, experiential marketing activations, out-of-home and more across the Bank’s 10-state footprint beginning Wednesday, 5/3.

The media campaign was led by media agency, Empower MediaMarketing, “We embodied the new brand platform in all of our media efforts to inspire experiences that make people’s lives a Fifth Third better,” said Empower MediaMarketing CEO Jim Price.

About Fifth Third
Fifth Third Bancorp is a diversified financial services company headquartered in Cincinnati, Ohio. As of March 31, 2017, the Company had $140 billion in assets and operated 1,155 full-service Banking Centers and 2,471 ATMs in Ohio, Kentucky, Indiana, Michigan, Illinois, Florida, Tennessee, West Virginia, Georgia and North Carolina. Fifth Third operates four main businesses: Commercial Banking, Branch Banking, Consumer Lending, and Wealth & Asset Management. As of March 31, 2017, Fifth Third also had a 17.8 percent interest in Vantiv Holding, LLC. Fifth Third is among the largest money managers in the Midwest and, as of March 31, 2017, had $323 billion in assets under care, of which it managed $33 billion for individuals, corporations and not-for-profit organizations through its Trust, Brokerage and Insurance businesses. Investor information and press releases can be viewed at Fifth Third’s common stock is traded on the Nasdaq® Global Select Market under the symbol “FITB.” Fifth Third Bank was established in 1858. Member FDIC, Equal Housing Lender.

About Pereira O’Dell
Pereira O’Dell ( is an award-winning advertising agency with offices in San Francisco and New York. The agency combines techniques from traditional advertising, digital, PR and design to create innovative campaigns, programs, and products that are in sync with how consumers behave today. Pereira & O’Dell is named by Advertising Age as “Standout Agency of the Year”, and by Fast Company as one of the “10 Most Innovative Companies in Advertising”. Among the Pereira & O’Dell client roster are Coca-Cola, eBay, Fifth Third Bank, Adobe, Timberland,, National Geographic, Ad Council, Memorial Sloan Kettering and Annie’s Homegrown.

About Empower MediaMarketing
Empower MediaMarketing is an independent agency that specializes in media, digital marketing communications and word of mouth marketing. Headquartered in Cincinnati with satellite offices in Chicago and New York City, Empower leads its clients in delivering relevant messages to the right audiences. Find Empower on Twitter, LinkedIn, Facebook and online.

Media Contacts
Sean Parker – Fifth Third, (513) 534-679
Molly Parsley, Pereira & O’Dell 415-342-6941,
Meghann Craig – Empower MediaMarketing, (513) 719-6397

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