Fifth Third Bank

News Release


Fifth Third Bank Wins Eight Financial Communications Society Awards


Bank Advertising Campaigns Honored with Two Gold, Four Silver and Two Bronze Awards

Fifth Third Bank won eight advertising awards at the Financial Communications Society (FCS) Portfolio Awards event last evening in New York City. The Student Banking "Don't be that Guy" campaign was recognized with one Gold, three Silver and two Bronze awards in the TV and interactive categories. Additionally, the Bank won Gold for its Coins and Silver for its Mobile Banking out of home elements.

The FCS is a not-for-profit organization, dedicated to improving professional standards in financial communications. It provides professionals in the industry a forum for gathering relevant information, sharing ideas and building relationships with industry colleagues. The FCS hosts the annual FCS Portfolio Awards for creative excellence in financial services communications, including advertising, PR, collateral and digital media.

"We are pleased to be recognized by others in the financial industry who understand the evolution and challenges of financial communications over the past many years," said Larry Magnesen, senior vice president and chief marketing officer for Fifth Third Bank. "Our most popular campaigns, including some recognized last night, feature a unique way to further our financial literacy efforts, an important part of Fifth Third's commitment to its customers and community."

The materials were created by OLSON, Fifth Third Bank's agency of record.

"These wins represent a real collaboration across Fifth Third Bank and OLSON teams," said Tom Fugleberg, executive creative director at OLSON. "And recognition from FCS that this collaboration is effectively delivering – and raising the bar – for our clients is huge."

The "Don't be that Guy" campaign – recognized with six awards – launched in June of 2009 and takes an unconventional approach to financial education. Suggesting students "Don't be that Guy," the campaign featured a series of five online videos found at starring likable slacker "Kyle" portraying humorous examples of how NOT to manage finances. New "Don't be that Guy" videos will launch this summer.

The "Coins" creative – recognized with Gold – featured a Chicago-area bus stop filled with coins and touting the savings realized by taking mass transit with the headline "Millionaires take the bus." The piece was part of Fifth Third Bank's Dream Guard initiative that provides practical tips, tools and information for consumers during the economic downturn.

The "Mobile Banking" piece – recognized with Silver – appeared in Columbus, Ohio, featuring a broken traditional check stand pen chain, suggesting customers "break the chain" from traditional banking and use mobile banking services anytime and anywhere.

Fifth Third Bancorp is a diversified financial services company headquartered in Cincinnati, Ohio. The Company has $113 billion in assets, operates 16 affiliates with 1,309 full-service Banking Centers, including 102 Bank Mart® locations open seven days a week inside select grocery stores and 2,366 ATMs in Ohio, Kentucky, Indiana, Michigan, Illinois, Florida, Tennessee, West Virginia, Pennsylvania, Missouri, Georgia and North Carolina. Fifth Third operates four main businesses: Commercial Banking, Branch Banking, Consumer Lending, and Investment Advisors. Fifth Third also has a 49% interest in Fifth Third Processing Solutions, LLC. Fifth Third is among the largest money managers in the Midwest and, as of March 31, 2010, had $190 billion in assets under care, of which it managed $25 billion for individuals, corporations and not-for-profit organizations. Investor information and press releases can be viewed at Fifth Third's common stock is traded on the NASDAQ® National Global Select Market under the symbol "FITB." Fifth Third Bank, Member FDIC.