As a bank that was going through an unpleasent experience of an acquisition, Bank Midwest needed two things: bring immediate stability to its current customer base and rebuild a tarnished image from the ground up. We first came up with a campaign of retention ads that addressed questions like ' What's going to happen to my account?" and "What are the future plans of the bank?". We then formulated a postion based on regional market research and developed a brand campaign using television, print, OOH, and radio. The results were a complete turnaround in both likeability and consideration metrics in less than six months, not to mention winning a Silver Midas Award, all on a tight budget. A more thorough background can be found in the case studies section.