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Reports that Chase Bank is set to launch a $45 million branding campaign designed to better interweave Chemical Bank's heritage of customer service with Chase's attributes of tradition, size and global reach. Theme; Wells Rich Greene as agency of record; Positioning statement that will augment but not replace `The Right Relationship Is Everything' tag; Aim to ground the notion of relationship bank in consumers.

The author reflects on a television advertising campaign that was launched by the bank HSBC. He suggests that the bank's message to consumers through good old fashioned story telling. he argues that any advertising campaigns about banking are difficult to manage but that HBSC's commercial is one of the best banking commercials he has ever seen.

The article presents a case study of an advertising campaign which was developed by TBWA/Chiat/Day for Washington Mutual in an effort to promote the bank's services, and in particular, to promote its online checking service. A discussion of the success of the campaign, which attracted 145,501 new online checking applications, is presented.

The author comments on an advertising campaign from JP Morgan Chase. The article explains that the JP Morgan Chase campaign seeks to position the bank as a sort of financial concierge, helping consumers manage their money and their lives. It is suggested by the author that the advertising campaign fails to differentiate the bank from other banks.

The article describes the Lemonaire program, a campaign by the Umpqua Bank to fund elementary school-aged children who wish to open a lemonade stand. The article states that the children who apply for the program receive $10 in start up capital and a kit that teaches them about small businesses and financial concepts.

The article reports on the competition among banks and insurance companies to satisfy existing customers, and that means new offers and new advertising campaigns. Washington Mutual is offering free checking. It has been spending for front- and back-page advertisements in special, free editions of the New York Daily News and the Chicago Sun-Times. Insurance companies Allstate and State Farm have also been keeping their advertising spending high.

Features the advertising campaign of Citibank. Basis for the campaign; Details of the advertising copy of the campaign; Concept of the campaign.

Reports on National Westminster Bancorp.'s `NatWest Live!' promotion using free compact discs and the chance to win a compact disc player to start conversations with new customers. Program components; Increase in credit card, mortgage and consumer and business loan applications at National Westminster.