Prodigal Earns National Award for ‘Art of Private Banking’ Campaign

YOUNGSTOWN, Ohio – The Service Industry Advertising Awards organization recently named Prodigal Co. winner of its National Silver Award for Total Advertising Campaign. The award recognizes Prodigal’s “The Art of Private Banking” campaign created for  Farmers National Bank.

The award is the only one its kind that specifically recognizes advertising achievements in the service industry, according to the organization. With more than 500 advertising agencies and over 715 institutions participating in the competition, the panel of judges evaluated more than 1,600 entries in 26 categories and seven groups.

The “Art of Private Banking” Campaign included a high-end print magazine, a 30-second TV spot and additional print marketing collateral that communicated the benefits of private banking at Farmers against the backdrop of well-known American artists.

The hallmark of the campaign, a 16-page print magazine, prominently displayed artwork from The Butler Institute of American Art. In addition to serving as a source of inspiration, The Butler was also the site of photo shoots with Farmers’ private bankers among the artwork.

“Early on in our creative process, we recognized the connection between the impeccable attention to detail, passion for excellence and mastery of an artist and that of the private bankers. Being able to then connect those with our local art institution for a local community bank was a perfect fit,” said Jeff Hedrich, president and lead brand strategist of Prodigal.

In addition to the parallels drawn between artists and private bankers, Prodigal noticed that many of the paintings reflected a spirit of individuality and perseverance, much like the clients Farmers’ private bankers serve, according to Hedrich.

“At Farmers, we strive to do everything at a higher level of excellence and we’re honored that our marketing efforts have received this recognition,” said Amber Wallace, executive vice president, chief retail and marketing officer at Farmers.

“The Farmers National Bank campaign is a wonderful salute to a revered financial institution and at the same time honors ‘America’s Museum,’ ” said The Butler’s executive director, Louis Zona. “Great and timeless art created by talented American artists deserves the association with Farmers National Bank, which has outstandingly served its community for generations.”

Pictured: A 16-page print magazine displaying artwork from The Butler Institute of American Art is the hallmark of “The Art of Private Banking” campaign.