Scotiabank By the time Bensimon was awarded the Scotiabank business in December 2000, Scotiabank's lack of spending and inconsistent advertising platform had placed the brand near the bottom of the competitive set in terms of awareness and relevance. The double challenge was to build a meaningful, sustainable and differentiated positioning for the Scotiabank Retail Bank brand while driving sales for the individual business lines. In a category rife with inward-looking statements about corporate values, the Scotiabank work was the category's only consumer-centric banking campaign - driving empathy by putting a consistent, human face on the retail bank. The results include significantly improved consumer awareness and relevance scores, along with tangible business results for several critical product categories.
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