PNC Bank Launches Brilliantly Boring Brand Campaign

PITTSBURGH, Pa. – PNC Bank has debuted its new Brilliantly Boring brand campaign, a self-deprecating nod to the strategy that has fueled its growth for nearly 160 years. 

The campaign, which kicked off Monday with the launch of a national TV spot, “focuses on how the reliable and responsible way the company operates helps lead to exciting and fulfilling outcomes for its customers and communities,” a news release states.

“Our work is focused on being reliable and trustworthy,” said William S. Demchak, PNC chairman and chief executive officer. “In a frenetic industry that sometimes chases shiny objects, we’ve grown our business by focusing on the essential financial needs of customers, patiently nurturing relationships over generations and delivering results. We believe this ‘boring’ approach positions us extremely well for growth opportunities on the horizon.”

From its roots in Pittsburgh in 1865, PNC has expanded to become one of the largest commercial banks in the U.S. with approximately $562 billion in assets and 2,300 branches. In February, the company announced plans to invest approximately $1 billion in its branch network to open more than 100 new locations and renovate more than 1,200 existing locations through 2028.

“From our branches to our digital capabilities, we’re investing heavily across the bank so we can show up for our customers where they need us,” said Alex Overstrom, head of PNC retail banking. “Every day, we help customers take basic steps, such as saving money, planning investments or taking out a loan. Those steps aren’t always thrilling – but they can lead to our customers’ greatest adventures, passions or successes.” 

Published by The Business Journal, Youngstown, Ohio.