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Ally Financial is asking who's the boss. It's not Tony Danza and it's certainly not the traditional banksit's you, the consumer. The Detroit-based digital bank is debuting the first work from its new agency roster, selected after a competitive review earlier this year.

This is the first phase, debuting on Oct. 8, National Online Banking Day, of a larger campaign that will be unveiled later this year, says Andrea Brimmer, chief marketing and PR officer at Ally, noting that it's a "tease" for the other work.

"It's focused on helping us reawaken America around paying attention to your money again," she says, noting that a new promotional offer will compete heavily with the low interest rates for savings of big banks.

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