Huntington Plans Personal-Service Ad Blitz While Chopping Its Work

Huntington Bancshares plans to launch its first brand-name campaign Sunday in six states.

The Columbus, Ohio-based company will try to appeal to the desire for personalized service, a pitch nearly every other banking company is making. Huntington officials said they will spend about $10 million on the campaign.

Huntington is in the midst of a restructuring program that includes reducing its work force by 10%, or more than 1,000 people. It is also trying to establish its name in some markets in which it is relatively new, especially Florida and Michigan.

"The stronger our brand is, the greater our opportunity will be for revenue," said Gary L. Harstick, director of corporate marketing. "The side of the equation we're working most closely on is revenue."

Huntington plans to air five television spots in six states. The spots are designed to appeal to a broad consumer audience, including senior citizens and business owners.

The commercials carry the tag line: "At Huntington we treat you as a unique individual, because you are." The company wants to send the message that it is not too big to pay attention to its customers, Mr. Harstick said.

In addition to its banking business, the $29 billion-asset company is highlighting its investment product and insurance lines. "We're all in the financial services business," Mr. Harstick said. "Those who can deliver the best service are going to be the long-term winners."

Mr. Harstick, who joined Huntington a year ago, contrasted the new ads with those of First Union Corp., his former employer. Huntington's ads, he said, are the "polar opposite" of those used by the Charlotte, N.C., banking company.

The First Union spots, which ran nationally, stressed the company's size and strength. First Union, based in Charlotte, N.C., has $223 billion of assets.

Huntington plans to run the television ads for six months in its markets in Florida, Indiana, Kentucky, Ohio, Michigan, and West Virginia. The ads will air again for about two months in the fall. A two-month radio campaign also starts Sunday.

Mr. Harstick also said the company wants to strengthen its position in Ohio, because a number of banks have merged in key markets in the state, such as Cleveland, Columbus, and Cincinnati.

Still, Huntington may have its work cut out for it. Milwaukee-based Firstar Corp., which edges out Huntington as the fifth-largest bank in Ohio, actually backs up its customer service claims with money. Firstar says it will pay $5 to $250 to customers if it does not deliver the service it promises.

"Service is what's going to separate us from the competition," said Firstar spokesman Steven Dale.

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