LOS ANGELES--(BUSINESS WIRE)--Feb. 27, 2006--City National Bank(NYSE: CYN), California's Premier Private and Business Bank(R), todaylaunches its new brand and advertising campaign underscoring itsposition as the bank that believes in the power of California'sentrepreneurs, small and midsize businesses, professionals andinvestors.
M&C Saatchi Los Angeles developed the integrated campaign thatwill include outdoor, print, radio and online advertising, along withdirect mail, events and community marketing, and in-branchmerchandising. City National selected M&C Saatchi as its new agency inSeptember 2005.
"California is distinctively entrepreneurial," said Thomas R.Miller, executive vice president and director of Marketing for CityNational Bank. "The entrepreneurial spirit of this state's small andmidsize businesses and professional firms as well as its dynamicentertainment, technology and real estate industries has defined itshistory from the earliest days of the Gold Rush. Entrepreneurs havebecome the lifeblood of California's economy.
"The state is home to more than 150,000 small and midsizebusinesses, and leads the nation in creating thousands more everyyear."
Print ads will begin appearing February 27 in business journalsacross the state. Billboard advertising in California will commenceMarch 1 in Anaheim, Chatsworth, Irvine, Los Angeles, Studio City,Burlingame, Fremont, San Leandro and San Francisco. Beginning March12, radio ads will appear on commercial stations and National PublicRadio affiliates in the San Diego, Los Angeles and San Francisco BayArea markets.
City National's own entrepreneurial history inspired M&C Saatchi'srecommended campaign positioning. City National was founded in 1954 bythree entrepreneurs, who, as small business owners, were not satisfiedwith the level of service available at the then big banks. Seeing botha need and a business opportunity, the three entrepreneurs decided tostart their own bank to cater to businesses like theirs, as theyrealized that entrepreneurs would play a major role in the growth ofCalifornia.
Given its heritage, City National is uniquely positioned tounderstand entrepreneurs. City National's long history of delivering"relationship banking," defined by a highly personalized "high touch"level of service, demonstrates its understanding of the uniqueness ofits clients, who include entrepreneurs, small and midsize businesses,professionals, investors and their families.
"It's a very cluttered market, with over 300 banks competing inCalifornia alone," said Huw Griffith, chief executive officer, M&CSaatchi. "But with City National, we quickly noticed that the verysame entrepreneurial spirit that exists in its clients is part of itsown DNA. It's what made this bank a $14 billion and counting successstory. We've taken a brutally simple approach with our thinking andcreative idea in order to make that message stand out."
M&C Saatchi's Martin Dix, creative director, and Craig Ghiglione,senior copywriter, developed campaign creative. Carat USA will managemedia planning and buying.
About City National
City National Corporation (NYSE: CYN) is a financial servicescompany with $14.6 billion in total assets. Its wholly ownedsubsidiary, City National Bank, provides banking, investment, andtrust services through 55 offices, including 12 full-service regionalcenters, in Southern California, the San Francisco Bay Area and NewYork City.
City National is ranked among America's top companies in Forbesmagazine's "Super 500" list. It also is one of the nation's top wealthmanagers, according to Barron's magazine. The company and itsaffiliates manage or administer approximately $39.6 billion in clienttrust and investment assets, including more than $19.3 billion underdirect management.
For more information about City National, visit the company'sWebsite at http://www.cnb.com.
About M&C Saatchi
M&C Saatchi was launched in 1995 and became the fastest growingagency in the history of advertising. The agency has since grown tobecome one of the largest independent agency networks in the world.Maurice and Charles Saatchi founded the agency following the splitfrom Saatchi & Saatchi, which they had originally set up in 1970.
M&C Saatchi is committed to the principle of Brutal Simplicity ofThought. M&C Saatchi Los Angeles was established in 2003 and hasdeveloped a variety of iconic campaigns for clients including KetelOne, Beverly Hills Convention & Visitors Bureau, US Department ofCommerce, Crystal Cruises, San Diego Zoo, Qantas and Tourism NewZealand.
For more information, visit http://www.mcsaatchi.com.
CONTACT: City National Bank
Daniel Minkoff, 213-833-4731
Huw Griffith, 310-401-6074
SOURCE: City National Bank