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Washington Mutual Unveils New Ad Campaign During the Academy Awards
SEATTLE, Mar 10, 2003 (BUSINESS WIRE) -- Washington Mutual (NYSE:WM), a retailer of consumer financial services, announced that it will debut its spring advertising campaign during the Academy Awards on March 23, with four national network spots on ABC.

The campaign will use humor to deliver the message that Washington Mutual's efforts to simplify the home buying process is truly empowering.

"We take a fresh approach to our advertising and to the way we do business," said Dave King, senior vice president of advertising and brand management for Washington Mutual's Home Loans and Insurance Services Group. "Consumers who may have been anxious or confused about the home buying process in the past will find that we simplify the experience and help them find the best loan to meet their needs. I think these ads have captured just how great the home purchasing process can be with The Power of Yes."

In addition to television, the national advertising campaign launches in April and includes radio, newspaper, billboards and other out-of-home ads. Developed by ad agency Sedgwick Rd., the campaign incorporates WaMu's unique brand of humor to illustrate the company's customer-focused business. Washington Mutual positions itself as a "retailer" first, and "financial institution" second, and targets the broad middle market. It is this dedicated consumer focus that makes the Academy Awards the perfect venue to launch its new ad campaign.

"Marketers recognize that the Academy Awards is one of the prime branding opportunities of the year, in league with the Super Bowl," said King. "And while host Steve Martin is a 'wild and crazy guy,' we trust our ads will be just as memorable."

About Washington Mutual

With a history dating back to 1889, Washington Mutual is a national financial services company that provides a diversified line of products and services to consumers and small- to mid-sized businesses. At December 31, 2002 Washington Mutual and its subsidiaries had consolidated assets of $268.30 billion. Washington Mutual currently operates more than 2,500 consumer banking, mortgage lending, commercial banking, consumer finance and financial services offices throughout the nation. Washington Mutual's press releases are available at

CONTACT:          Washington Mutual
                  Olivia Riley, 206/377-3636

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