Merchants & Farmers Bank

Right Angle helped Merchants & Farmers Bank introduce new technology while keeping community relationships at the center of its marketing.

The Challenge

Merchants & Farmers Bank, an independent, locally owned bank in Southwest Louisiana, wanted to introduce new banking technology while maintaining its identity as a community bank. When we began working together, it was the oldest bank in a highly competitive market spanning four parishes.

The creative challenge was to communicate progress without losing the personal relationships that distinguished the bank.

The Strategy

As the bank introduced its website, online banking and bill payments, mobile banking, remote deposit capture, and interactive teller machines with live tellers, we helped explain each new service through its advertising.

Our creative direction alternated between campaigns featuring customers and campaigns featuring bank employees. Those familiar faces kept the focus on relationships throughout the community while introducing new ways to bank.

The Results

Merchants & Farmers continued to grow over the course of the relationship, maintaining its community banking identity as larger banks acquired competitors. The bank passed $500 million in assets.