New European HQ Ad

The power to grow with change

In preparation for Brexit, Bank of America became the first bank to pick Dublin as its new base for European operations. Regional sensitivities required a carefully crafted message.

Working closely with senior marketing executives in the U.S. and the U.K., my senior art director and I leaned into the beauty of the city, the bank's 50-year history in Ireland, and its readiness to help European clients and communities grow and prosper.

Leveraging the bank's global "Power to" campaign, the ad features a two-part headline and the tagline "What would you like the power to do?"

The ad appeared in the print and digital versions of the Dublin Times and Financial Times, and was featured on the bank's intranet site serving 200,000+ employees worldwide, eliciting high praise from senior executives, bankers and clients globally.