When the nation's seventh-largest financial holding company named GlobalWorks as its multicultural advertising agency of record, the assignment was to reach the Hispanic community in the Northeast, with a particular focus on the New York metropolitan area.

Despite its size, Fleet wasn't especially well known as a Hispanic-oriented brand. The objectives were twofold: build brand recognition and expand the customer base for a wide array of financial services.

We developed a wide range of collateral, outdoor, print and radio, in both Spanish and English, repositioning Fleet as a partner dedicated to helping Hispanic families realize the future they envision for themselves. Fleet-sponsored cultural and social events, including the NY Latino Film Festival, sparked a groundswell of grassroots support.

Fleet's English tagline - "Forward. Thinking." - was impossible to translate literally into Spanish. GlobalWorks created a new tagline, "Mirando al futuro" (literally, "Looking toward the future"), which appealed meaningfully to the lifestyles of upwardly mobile Hispanics.

Fleet's brand awareness and approval ratings among Hispanics in the New York soared. The bank planted the seeds of goodwill toward its brand within the community, establishing an important precedent for future Hispanic and multicultural marketing efforts.