Contact: Debra DeCourcy, APR - (513) 534-4153

Fifth Third Bank

News Release


Fifth Third Bank Unveils New Advertising Campaign The Curious Bank

Created in partnership with Leo Burnett, new brand platform demonstrates the value
Fifth Third puts on curiosity, innovation and change


Cincinnati - Curiosity is a driving force in innovation and change. It's a notion that's true in life, and true in banking. Today, Fifth Third Bank unveiled its new integrated marketing campaign, The curious bank. Created with recently appointed ad agency of record Leo Burnett, the campaign is centered on curiosity, which is a paradigm shift for the banking industry.

"Curious people ask better questions, listen carefully, and find better answers," said Larry Magnesen, senior vice president and chief marketing officer, Fifth Third Bancorp. "As we sought to reflect the important changes we have made over the past several years to the way we do business, curiosity surfaced as an important value we wanted to affirm with our own employees: be curious about our customers' needs, be curious about the way things could be made easier, and be curious about how we can innovate our products and services."

The first campaign for the new partnership between Fifth Third and Leo Burnett, The curious bank, demonstrates how Fifth Third and its bankers are never satisfied with the status quo. Instead, they want to know more, do more and create more.

The campaign includes regional television commercials radio, print, online advertising, and digital out-of-home. The campaign brings to life the benefit of a bank that is engaged in people's lives and businesses and inspired by what people really need.

"Many banks seem tone deaf and out of touch with the world around them. Not Fifth Third. Curiosity is ingrained in Fifth Third and its bankers," said Rich Stoddart, president, Leo Burnett North America. "This new brand platform shows that Fifth Third bankers listen differently, which in turn lets them truly understand their customers and respond with fresh approaches."

The campaign leads off with two television spots entitled, "Challenge" and "The Idea." Both spots illustrate how curiosity inspires people to go beyond the conventional wisdom and leads to better ideas. Additional campaign components, including print, radio, online advertising, and digital out-of-home, continue the theme of going beyond conventional wisdom and reiterate the value of curiosity in service of better banking ideas.

"Customers have told us that it's time to see a change in the banking industry," said Magnesen. "Their message is clear. They want to see a bank make a real break from the industry mold and place them first. We are committed to challenging the status quo and improving our customers' lives."

About Fifth Third Bancorp
Fifth Third Bancorp is a diversified financial services company headquartered in Cincinnati, Ohio. The Company has $117 billion in assets and operates 15 affiliates with 1,316 full-service Banking Centers, including 104 Bank Mart® locations open seven days a week inside select grocery stores and 2,425 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 Vantiv, LLC, formerly Fifth Third Processing Solutions, LLC. Fifth Third is among the largest money managers in the Midwest and, as of December 31, 2011, had $282 billion in assets under care, of which it managed $24 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.

About Leo Burnett Company, Inc.
Leo Burnett Worldwide is one of the world's largest agency networks and the parent company of Leo Burnett and its marketing services arm, Arc Worldwide. Leo Burnett, a HumanKind communications company, has a simple and singular approach: put a brand's purpose at the center of communications to truly connect with people. Leo Burnett, one of the most awarded creative communications companies in the world, creates "Acts, not just Ads," for some of the world's most valuable brands including The Coca-Cola Company, Kellogg's, McDonald's, Hallmark, P&G, Allstate and Nintendo.