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
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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