Union Bank enlists a poet and an actor to talk about integrity

02/11/2013 | Adweek

Eleven has hired poet Maya Angelou and actor Edward James Olmos for a campaign for Union Bank, which is positioning itself as an ethical bank with the tagline "Doing right, it's just good business." The San Francisco-based bank wants to exploit what it says is distrust of big, rival banks. "Our research shows that big banks are vulnerable now. People are highly skeptical of the banking industry and are willing to move their money," says Union Bank Chief Marketing Officer Art Smith.

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