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Following Scandals, Wells Fargo Launches New Marketing Campaign To Rebuild Trust


Wells Fargo is launching a new marketing campaign Friday with a slogan that reads 'This is Wells Fargo.'

Credit Wells Fargo

It includes a new logo with a sleeker version of its trademark stagecoach and will appear in print, broadcast and online.

The bank says the campaign is designed to rebuild trust with its customers.

It follows a series of scandals, including the opening of more than 2 million accounts that customers never authorized. In 2016, the bank was fined $185 million over the bogus accounts and then-CEO John Stump stepped down in the wake of scrutiny over the scandal. Last August, Wells admitted it made a mistake that cost 400 people their homes.

Related story: Miscalculation By Wells Fargo Costs Customers Their Homes

“Our company’s transformation continues,” said Wells CEO Tim Sloan in a statement. “Our goal of delivering exceptional service to customers and helping them succeed financially remains central to everything we do. As customer expectations continue to evolve, this campaign highlights that Wells Fargo is transforming to provide easier, more personal and helpful solutions.”

It’s the second marketing campaign from the bank in the past year aimed at regaining customer’s trust. 

Related story: Wells Fargo To Pay $575 Million To Settle With States

Last May, Wells Fargo launched its Re-Established campaign. Wells Fargo employees about 25,000 people in the Charlotte area.

Marshall came to WFAE after graduating from Appalachian State University, where he worked at the campus radio station and earned a degree in communication. Outside of radio, he loves listening to music and going to see bands - preferably in small, dingy clubs.