Fifth Third launches new marketing campaign

Fifth Third Bank announced Monday a new marketing campaign that revolves around curiosity and innovation.

“Curious people ask better questions, listen carefully, and find better answers,” said Larry Magnesen, Fifth Third's chief marketing officer, in a statement. “...Curiosity surfaced as an important value we wanted to affirm with our own employees: be curious about our customers’ needs, be curious about the way things could be made easier, and be curious about how we can innovate our products and services.”

"The Curious Bank" campaign is managed by agency Leo Burnett and will involve television, radio, print and online ads.

“Many banks seem tone deaf and out of touch with the world around them. Not Fifth Third,” said Rich Stoddart, president of Leo Burnett North America, in a statement. "Curiosity is ingrained in Fifth Third and its bankers"

Bank of America's last major marketing announcement came in 2007, when the bank launched its "Bank of Opportunity" campaign. The Charlotte bank is now shopping its ad account around.

Wells Fargo has centered its marketing around the image of a stagecoach, particularly on the East Coast after the acquisition of Charlotte-based Wachovia.