Challenge

In 2007, M&I Bank decided to spin off its Metavante business unit – a leading provider of core banking software solutions. Though well-established in the financial industry, Metavante had little visibility as a unique brand. In addition, they had acquired numerous entities and technologies over the past several years, culminating in an identity crisis of epic proportions. With splintered marketing groups still entrenched in their legacy brands, Metavante had to institute strong “brand governance” before launching their IPO.

Solution

During the pre-IPO period, DaynerHall introduced an interim advertising campaign that featured the executive “face” of the company. Each installment focused on a key member of Metavante’s executive team, and outlined their commitment to future success. In tandem, DaynerHall developed a deep brand architecture, crystallized within a comprehensive style guide. From collateral templates to writing techniques, this guide continues to serve as the core manifesto for the Metavante brand. Post-IPO, DaynerHall launched a global advertising campaign that positioned the “Look to Metavante” message front-and-center, featuring imagery of the their corporate logo within an arresting and eye-catching landscape. From media planning to channel program support, DaynerHall continues to partner with Metavante on both strategic and tactical levels.

In addition, DaynerHall has partnered with Metavante’s financial network, NYCE, to develop visibility campaigns and implementation kits for a number of products – including the NYCE mobile banking platform. A collaborative union of the NYCE financial network and the Monitise PLC phone application, the NYCE mobile banking program has led to DaynerHall’s agency relationship with Monitise Americas, supporting the mobile application to other targets around the U.S. and Canada.

Results

In late 2007, Metavante successfully launched onto the NYSE (NYSE: MV), relying heavily on the programs and tools developed by DaynerHall. Working directly with the various divisions, DaynerHall helped bridge the way to a unified brand, while still providing a distinct identity to legacy products and services. Using a centralized repository of collateral tools, the organization has instituted unprecedented brand control, providing assets to the entire organization from a single point. DaynerHall has further developed a more unified messaging platform, crafting strategic white papers and documents to support the broad marketing efforts. Finally, the 2008 corporate advertising campaign has garnered significant response from the field – and successfully developed an exciting new identity for Metavante.