Spending global, acting local.

Authors :: Lefton, Terry
Source :: Brandweek. 03/31/97, Vol. 38 Issue 13, p1. 2p. 1 Black and White Photograph.
Publication Year :: 1997
Abstract: 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.

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